Magic. That’s what shoppers really want—someone to wave a magic wand to provide their desires instantly. It’s even more magical when shoppers are led to something they didn’t realize they wanted. Some brands and retailers are getting into the business of magic with real-time social shopping, converting viewers into unexpected shoppers. Social networks, traditionally thought of as pre-shop spaces, are unexpectedly becoming places to shop instantly. Two examples …
SSENCE, a luxury retailer based in Montreal, collaborated with WireWax technology to develop “the world’s first interactive shoppable music video.” The video featured Diplo, FKi and Iggy Azalea styled in brands and apparel items sold by SSENCE as they performed “I Think She Ready.”
What’s great about this? The shopper isn’t actively thinking about shopping when they begin to play the video. They just want to see their favorite artists and a cool song. SSENCE and WireWax are able to leverage this existing behavior to cue triggers for potential shopping. Further, a barrier to online shopping is not having the ability to see the items in action; the music video shows the items in action while providing an instant click-to-purchase opportunity.
VOGUE, the power player in fashion publishing, has taken the lead in monetizing its Instagram. The company partnered with rewardStyle to integrate its Like to Know product, allowing followers to purchase items featured on Instagram posts with a simple “Like.”
Why this is awesome? Instagram users aren’t accustomed to using Instagram as a shopping tool as much as they use it for posting or perusing. Again, Vogue is taking advantage of existing digital behavior and triggering a potential purchase instantly. This offers the brand some control in directing the shopper to purchase and removes barriers for the shopper since they don’t have to go through a several more clicks to purchase. Let’s remember that Instagram also allows video and can offer opportunities to use sound and 360 views to make a 2-dimensional experience feel more 3-dimensional.
A few things to keep in mind as you brainstorm instant-purchase ideas:
- Take advantage of existing digital behavior. There’s no need to reinvent the wheel and create a separate microsite or app, which could require shoppers to learn a new behavior and take extra steps to purchase. Instead, go to where your potential shoppers are and innovate content and technology within that space.
- Leverage the human senses. Much of the digital world is focused on visual content, but let’s not ignore that digital can activate other senses. A key barrier to shopping online is the absence of using all of the senses. Use digital content in creative ways to call on viewers’ taste buds, desire to touch and feel, or to sniff out something new to help convert them into instant shoppers. Use the 2-dimensional digital world to help shoppers imagine products in real life.
- Keep the number of clicks to purchase low. Whatever digital technology or social network you decide to leverage, ensure that the viewer does not need to take multiple steps away from the original destination to make a purchase.
- Content is king. Even the most innovative, instant, convenient technology would be nothing without kick-ass content. Viewers are laser-focused on consuming content first. If you’re not creating and posting interesting content, it really doesn’t matter what out-of-this-world technology you’re applying. Surprise and delight viewers with interesting content to convert them into unexpected shoppers.
Monica Raugitinane Schultz is a senior strategist at Momentum Atlanta