Twitter Testing Retailer Discount Feature
Twitter is currently conducting tests on a new feature that would make it possible for users to redeem discounts via tweets from merchants. This clearly shows that Twitter wants to expand efforts pertaining to online commerce.
This service is using a technology from CardSpring, Inc. that was acquired this past July. With this technology, linking the deals to credit cards so they can be used later would be enabled.
Referred to as “Twitter Offers”, this feature is the second big product used to help people shop by using tweets. As stated by Nathan Hubbard, head of e-commerce for Twitter, the first effort was released earlier this month in the form of a “buy” button. Twitter is already being used by consumers as a vehicle for discussing things to buy but with these features being tested, consumers would also have assistance in choosing the right products to make money off the behavior.
Hubbard continued by saying the goal is to provide retailers and businesses, as well as influences of all kinds, the ability to respond to demand but also fulfill it. Ultimately, it is believed that Twitter could be used as the platform that takes social relationships and converts them into transactional relationships.
When Twitter acquired CardSpring, the goal was to get the offers feature out to users in time to shop on Black Friday, the busiest shopping day in the United States. Investors have been told by Twitter that products are being built faster with this being just one example that the strategy is effective.
The way this feature works is that discounts are embedded within actual tweets associated with a “get offer” button that links users to the promotion with their credit cards. After making a purchase, the discount appears on the statement, this according to a Twitter spokesperson.
As far as current action in the stock market following the release of this testing information, Twitter shares slipped less than 1% to $39.85 in mid-day trading.
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