Geometry launches marketplace where consumers drive product sales

Geometry China has launched mobile-based social commerce marketplace TOPPICK, a programme that allows individual consumers to socially interact with their private networks, while the marketplace provides promotions and information on different products.

Aiming at integrating brand communication and sales conversions while consumers engage with each other socially, TOPPICK also allows consumers to create their own content by using product and promotion information on the platform to share with their friends. This function helps increase conversions and engagement which will earn users of TOPPICK commission for such efforts.

A WeChat mini programme, TOPPICK does not require users to download a separate app, so consumers can make purchases in a closed loop transaction.

“Online and offline commerce remains a profoundly social event,” said Tracy Fu.

“Existing eCommerce platforms have won by leveraging the social cues that encourage conversion such as reviews and star ratings. TOPPICK provides an exciting consumer-facing UX, while also giving brands the data they need to continuously improve that experience.”

As consumers increasingly avoid ads by using ad blockers and skipping content, product information from someone they trust becomes much more reliable and valid, leading to the rise of key opinion converters (KOCs). These people are a new type of influencers, who are everyday people with a minimum of a hundred social followers and a private circle of influence.

The rise of KOCs has spurred Geometry China to create its own system, Influencer Commerce Marketing (ICM), that acquires, manages and tracks the performance of KOCs per campaign.

KOCs receive information on new campaigns, product launches, and promotions and are able to check their commission via the system. TOPPICK will leverage the agency’s proprietary ICM system to drive greater engagement across the marketplace.

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