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: On-premise ghost kitchens at Kroger
09.10.2020   #brick and mortar retail #food retail

On-premise ghost kitchens at Kroger

Retailer and ClusterTruck to provide customers with on-demand meal ordering

The Kroger Co. announced the launch of two on-premise kitchens, respectively at stores in Metro Indianapolis, IN and Metro Columbus, OH. Developed in partnership with ClusterTruck, a technology start-up that operates delivery-only restaurants, the ...

Thumbnail-Photo: How to help urban street commerce thrive
10.09.2020   #brick and mortar retail #city centre

How to help urban street commerce thrive

The science of stores, streets, and public space

It turns out the amount of urban street commerce is strikingly related to population size. The biggest metro areas in the U.S. have one retail, food, or service establishment for roughly every 120 people, while the smallest metro areas have roughly ...

Thumbnail-Photo: Interior design and high fashion
14.09.2020   #design #marketing

Interior design and high fashion

New York Fashion Week is going home ... with Lowe's

At a time when home has become the new epicenter of personal style, Lowe's and New York Fashion Week: The Shows have come together to reimagine one of fashion's most iconic moments, transporting high fashion from the runway to the ...

Thumbnail-Photo: The most inspired Christmas commercials 2020...
17.12.2020   #digital marketing #sales promotion

The most inspired Christmas commercials 2020

Messages for the holidays

The year 2020 was an odd one, a difficult one for many, and the holidays are no different. How are retailers reacting to that in their Christmas commercials and what messages do they send out for the holidays? Here is an international selection from ...

Thumbnail-Photo: Spotlight on ... city centre

Spotlight on ... city centre

Learn more about the challenges that city centres are currently facing in our focus topic

What attracts customers to city centres these days? You can find possible answers to all aspects of city marketing with us. ...

Thumbnail-Photo: Come together: local retailers connect with local customers...
15.09.2020   #brick and mortar retail #customer relationship management

Come together: local retailers connect with local customers

The online platform connects local retailers with potential customers. The common denominator: A product.

How can you bridge the gap and connect online retail to pedestrian zones? A Nuremberg startup wondered how this could be accomplished and came up with a solution: In this interview, founder Matthias Hueber talks about the idea behind ...

Thumbnail-Photo: Boom time for bicycle retailers
28.09.2020   #online trading #customer satisfaction

Boom time for bicycle retailers

What is the recipe for success? iXtenso visited three bicycle retailers

What does it take to be successful during these growth times? iXtenso looks at three very different retailers – from online, to offline and all that lies between. Find out more in our exclusive video! ...

Thumbnail-Photo: Shopping in social media streams?
16.11.2020   #e-commerce #app

Shopping in social media streams?

Further steps towards social commerce

The fact that retailers and brands offer their products online where consumers spend their free time – on social media channels as well as on image and video portals – is nothing new. There have been many advertising campaigns on these ...

Thumbnail-Photo: Better customer care on Twitter leads to increase in customer...
18.09.2020   #customer satisfaction #customer relationship management

Better customer care on Twitter leads to increase in customer satisfaction

Responses to queries on social media impact service quality perception

Social media has forever changed our society and how people do business. A 2013 report by J.D. Power found nearly two-thirds of customers have used a company's social media site to connect with customer service. New research in the INFORMS ...

Thumbnail-Photo: Fashion out of waste
04.12.2020   #sustainability #fashion

Fashion out of waste

H&M collection for upcycling

H&M Conscious Exclusive A/W20 collection introduces exquisite pieces crafted from sustainably sourced materials made from waste. What is normally thrown away is purposefully transformed into treasures to be loved and valued, allowing us to ...


Seven Senders GmbH
Schwedter Straße 36 A
10435 Berlin
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Stockumer Kirchstraße 61
40474 Düsseldorf