Dive Brief:
- Twitter introduced its Twitter Offers service Tuesday, where users can claim discounts from advertised tweets on the social media platform.
- After users sync their credit or debit card with Twitter, the discount can be redeemed at physical stores or retailers' websites when the appropriate card is used to check out.
- Advertisers will be charged for each promoted tweet. Twitter has yet to decide if physical stores will also be charged for each discount used.
Dive Insight:
Twitter has already entered into e-commerce with its #AmazonWishList partnership and the introduction of "buy" buttons on selected tweets. Now, it's getting physical.
While helping the social media platform enter the brick-and-mortar market — where a large majority of commerce still takes place — Twitter Offers can also help advertisers track the influence of online promotions. The launch of the new product just days before deal-friendly Black Friday and Cyber Monday could also help retailers successfully launch into the all-important holiday spending season.