Interview • 22.02.2021

Will people soon be shopping at the "Club"?

Marketing opportunities of the new social media app Clubhouse.

Man in suit without hair folds hands and smiles at camera...
Source: Patrick Lipke

WhatsApp, TikTok, Instagram, Snapchat - many retailers use the platforms to get their products to customers - that's nothing new.

Recently, users have been able to meet in the "Clubhouse." Marcel Hollerbach, CMO of Productsup, talks about the potential of the new social media app for direct customer contact and marketing opportunities that the "Club" offers retailers.

Mr. Hollerbach, what distinguishes Clubhouse from other "social commerce platforms" such as WhatsApp, Instagram or TikTok?

Marcel Hollerbach: Clubhouse is fundamentally different from other social media apps. Unlike Instagram, Snapchat or TikTok, Clubhouse has no images or videos, only pure audio content. It is thus more like a live podcast. The innovation here is that the program is dynamic. Anyone can open a "club" on a topic and invite other moderators to talk about the topic together. But this does not happen statically. The listeners in the "club" can ask the moderators questions and become moderators themselves if they want to contribute something. This often leads to conversations that could hardly be planned in this way. It can happen that famous politicians, actors or journalists show up. The supposedly intimate setting of Clubhouse creates a sense of closeness to the presenters like no other medium.

Screenshot Clubhouse
Source: Screenshot Clubhouse

What advantages can retailers gain here?

Clubhouse doesn't yet have any professional tools for commercially integrating advertising, for example. But it can be used very well to make one's own brand more personal and closer. Especially in a time like now, when shutdowns make people crave social interaction, brands can benefit by entering into an honest dialogue with their customers at eye level.

Currently, Clubhouse works by "invite only" - how does the retailer get its customer base?

Every Clubhouse user is given the opportunity to invite new users. However, the "Invites" are limited. However, new invites can be acquired by actively participating in Clubhouse and, for example, by opening or hosting clubs. Since invitations to Clubhouse are still rare at the moment, inviting a customer to Clubhouse can also be a nice thank-you and loyalty gift for a retailer.

If customers can use Clubhouse, it gives them the chance to get to know a company much more directly and personally than usual. For example, a joint talk could include a Q&A session where companies answer questions directly. Customers could also give feedback on products directly in this way, which really hits home. If the round is unmoderated, this also gives customers the opportunity to make contact without having to bridge large barriers first.

What do you think online shopping integration and brand marketing could look like at Clubhouse?

Currently, there is no possibility to advertise on Clubhouse. But I could imagine that in the future there could be formats similar to radio advertising. When leaving or entering a new clubroom, a short commercial or jingle could be played first. In the future, it would also be conceivable to have the kind of one-shot clips that we're familiar with from podcasts, sponsored talk shows, or classic banner ads.

Although direct advertising is not yet possible, it is already possible to generate attention, appear as an expert, and speak on interesting topics: both a type of panel discussion and open question rounds are possible here and open up new, exciting opportunities for personal branding.

Interview: Katja Laska

related articles:

popular articles:

Thumbnail-Photo: Zalando onboards C&A to Connected Retail
18.02.2021   #online trading #brick and mortar retail

Zalando onboards C&A to Connected Retail

Network passes 3.000 active stores mark

Zalando, Europe’s leading online platform for fashion and lifestyle, continues to grow its Connected Retail network at high speed. The program now counts over 3.000 active stores, selling to millions of Zalando customers online. Since the ...

Thumbnail-Photo: More than just a technical gimmick: augmented reality in retail...
05.05.2021   #e-commerce #brick and mortar retail

More than just a technical gimmick: augmented reality in retail

How to bring your retail space to your customer's home

When the shop doors have to remain closed due to pandemic regulations and customers switch to online offerings, the digital shopping experience from smart devices should be made as eventful as possible. This is where the use of artificial ...

Thumbnail-Photo: It takes two: closing the sustainability-attitude behavior gap in fashion...
18.05.2021   #online trading #sustainability

It takes two: closing the sustainability-attitude behavior gap in fashion

Zalando wants customers to keep sustainabilty in mind

Recently, Zalando published a report sharing consumer insights and recommendations on how to close the sustainability attitude-behavior gap in fashion. Therefore, Zalando launched a value-based browsing experience and further invested in Pre-owned ...

Thumbnail-Photo: How ugly labels can increase purchase of unattractive produce...
05.03.2021   #sales promotion #product presentation

How "ugly" labels can increase purchase of unattractive produce

Why do consumers reject unattractive produce?

Researchers from University of British Columbia published a new paper in the Journal of Marketing that examines whether and how the use of 'ugly' labeling for unattractive produce increases sales and profit margins.The study, forthcoming in ...

Thumbnail-Photo: Post Corona wardrobe refresh
21.05.2021   #e-commerce #customer satisfaction

Post Corona wardrobe refresh

More than half of the Canadians plan to buy new clothing when the pandemic is over

More than 50% of Canadian consumers plan to purchase new clothing once pandemic restrictions are relaxed, according to a new report from The NPD Group. The desire for a wardrobe refresh is even stronger when it comes to consumers aged 18-34 as over ...

Thumbnail-Photo: Towards a cashless society due to the corona crisis?...
11.05.2021   #mobile payment #coronavirus

Towards a cashless society due to the corona crisis?

The impact of the corona pandemic on payment attitudes – ECB survey

In order to measure the impact of the pandemic on cash trends, an ECB survey was rolled out in all euro area in July 2020. Therefore the IMPACT survey gives a view of possible changes in the payment attitude of consumers and their payment behavior ...

Thumbnail-Photo: Theyre just not that into you
05.02.2021   #customer relationship management #marketing

They're just not that into you

Consumer-brand relationship insights for marketers and brand communication

Researchers from Western University, Indiana University, and Washington State University published a new paper in the Journal of Marketing that deals with communication strategies towards consumers that have a certain connection to a brand.The ...

Thumbnail-Photo: Cash versus cashless: payment attitudes of European consumers...
06.05.2021   #coronavirus #smartphone

Cash versus cashless: payment attitudes of European consumers

Contactless payment methods are gaining importance, but cash has not yet been written off

In 2019, the European Central Bank (ECB) conducted a study on the payment attitudes of consumers in the euro area. The study called SPACE assesses consumers’ use of cash and non-cash payment instruments at the level of each participating euro ...

Thumbnail-Photo: Contactless same day delivery in under two hours...
20.05.2021   #coronavirus #app

Contactless same day delivery in under two hours

Walgreens launches new delivery option for more than 24,000 products

Walgreens is now offering customers even more convenient, safe and easy shopping solutions through the launch of Same Day Delivery in under two hours for retail products. Customers nationwide are now able to order more than 24,000 items directly ...

Thumbnail-Photo: When the tram delivers parcels
31.03.2021   #sustainability #logistic solutions

When the tram delivers parcels

Logistics concept for the last mile transportation of goods by city railway vehicles

The new collaboration project LogIKTram is aimed at increasingly shifting goods transportation from road to rail even for short to medium distances. The electric mobility solutions to be developed for commercial services in cities and regions will ...


Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Stockumer Kirchstraße 61
40474 Düsseldorf