The webshop Ruche has started a new concept that I think we’ll see a lot more of in the future.

Every week they will let their Facebook fans join them on shopping trips with their buyers, helping them decide what items Ruche will buy in to the shop. It’s a brilliant and easy way to build a real connection with their customers, and at the same time make sure what you buy in is really what the people want.

I’m fascinated by the fashion industry and their way to adapt new ways of thinking. First came the fashion bloggers, then the brands and shops started to get in to social media, and now they start to really connect to their customers in ways few other types of business has the curage to. Is it because the target group, younger women, are more social and emotionally engaged in what they buy? Are they pushing the industry forward? Or is it the industry that has a way of trying new things?

And the most exciting questions is, when will other business follow the same path? And how will that look like? What if a local tools shop use Bambuser and Facebook to let their customers join them on a fair like this one?  (On the other hand, maybe they already do, I’m a long way from that target group.) And could this strategy be used in B2B marketing? Maybe real estate?

I think we will se a lot of exciting new concepts the following years. Concepts that add value for the customers and push the business forward, not just buzzworthy campaigns.