Carrotmob et le nouveau pouvoir du consommateur

Par Mickaël Guillois

Remplacez le bâton par la carotte et vous passez du boycott… au "buycott". C'est l'un des phénomène conso qu'affectionnent les réseaux sociaux outre-atlantique qui ne devrait pas tarder à mettre un pied dans l'Hexagone d'ici peu. L'une des plus belles initiatives s'appelle CarrotMob, créée à San-Francisco par Brent Schulkin, un ex de chez Google, soucieux de mettre le pouvoir de mobilisation des communautés virtuelles au service de l'intérêt général bien réel.

Le deal ? Proposer à un commerçant de s'engager sur de meilleures pratiques écologiques (réduire sa consommation électrique en adoptant un éclairage basse tension ou en installant des panneaux solaires par exemple) en échange de quoi la communauté CarrotMob se mobilise en lui achetant massivement ses produits.

La toute première CarrotMob a permis à l'heureux élu de réaliser un chiffre d'affaires de plus de 9 000 $ en quelques heures contre 2 000 $ maximum habituellement.

Interview de Brent Schulkin :

Carrotmob Makes It Rain from carrotmob on Vimeo.

How Organized Consumer Purchasing Can Change Business from carrotmob on Vimeo.

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