Did you know today more than 130 million Instagram users say shoppable posts help them to learn more about products and decide what to buy?
Shoppable content is drastically changing the landscape for companies by boosting customer engagement and accelerating conversions. This content may be included by online businesses in a multitude of approaches to improve the customer's purchasing experience. It is possible to build up, measure, and refine a shoppable content platform utilizing a preexisting social media network.
Here are five examples from established brands that demonstrate how it's done.
5 Examples of Shoppable Content
Magazines have long held a special place in the hearts of fashion followers and supporters of lifestyle brands. The marketers at Net-a-Porter, a publication built on exemplary content, are the ideal people to ask about this.
This premium e-commerce merchant and digital newspaper utilizes exclusive interviews, periodic trend reports, and fashion edits like that of lifestyle publications to continually draw readers.
The biggest weakness in lifestyle periodicals, shoppability, and product discovery, was the foundation for the business' success. Net-a-Porter benefited from the community’s agitation by enabling direct shopping inside online content.
Shoppable content is advantageous for all retailers, not just those selling clothing or housewares. One grocery store that places this at the center of its digital strategy is Tesco, which uses its content hub for "Real Food" to increase online conversions.
It works so well because it is so quick and simple to purchase a large number of supplies. Users may order all the ingredients for a recipe with just one click, saving them the time and effort of writing down and looking up individual ingredients. Tesco further informs customers if they are missing pantry essentials like tomato sauce or canola oil.
This example also shows how FMCG companies may benefit from faster buying intent. When it comes to food and drink, individuals are considerably more likely to view and purchase than they are with fashion or retail brands, where the road to spending necessitates much greater consideration and contrast.
Kate Spade is one fashion company that has elevated shoppable content to a completely different level with the release of a series of advertisements created to be viewed and savored like a TV show.
The #missadventure series, which features recognizable celebrities like Anna Kendrick, is described as a series "about intriguing women leading fascinating lives." Of course, Kate Spade also hopes that viewers will be just as engaged in the outfits and accessories they wear, making it possible for them to identify and purchase all of the showcased clothing.
The brand compiles all shoppable products into a list that may be clicked on during or after the film in order to avoid disturbing viewers.
The company can boost the likelihood that viewers will convert to paying consumers by really engrossing them in the Kate Spade universe.
While Instagram itself has been developing its latest e-commerce capabilities, retailers like Lazy Oaf have been working hard to come up with their own methods to make the consumer experience more shoppable. It has developed its own "Insta-shop," which can be accessed from both its Instagram account and the company's main website.
Customers may essentially peruse the Lazy Oaf Instagram feed (on its own website) and then instantly click on and purchase any items they desire. Users can quickly determine whether an item is shoppable by hovering over each photo, making it simple for people to buy many products at once.
One Kings Lane, a home furnishings business, has had positive outcomes from its shoppable blog. That does not, however, imply that it prioritizes income over engagement. Instead, it emphasizes producing excellent photography and content that gives clients enthusiasm and value.
One drawback of shoppable material is that, especially in blog form, it can quickly go out of date. Products will run out or be capped, leaving outdated or broken links on the page. In order to prevent this, One Kings Lane focuses on often updating material and making sure that its shoppable content is updated.
Final Thoughts
When it comes to attracting and retaining customers, conventional content marketing strategies have become insufficient. Minimizing the impedance between information and products is a challenge for all brands and businesses.
The skill of leveraging shoppable content to attract new audiences, enhance consumer conversion, and promote exploration has been mastered by the businesses mentioned above. Therefore, use these examples as a road map while you search for the ideal customer interaction strategy.