Marc Jacobs Beauty is the latest company to try to find its own unique workaround to Instagram’s lack of eCommerce functionality. Consumers
can sign up via the Marc Jacobs Beauty website, plugging in both their email
and Instagram handle. Then, whenever the user “likes” a picture that is tagged
with “#ShopMJB,” an email will be sent with a shoppable link to that product.
The email includes product information and application tips, creating a unique
and direct interaction between Marc Jacobs and their fans. And of course, there
are special offers and discounts thrown into the email.
To enable this, Marc Jacobs Beauty worked with their email
provider and Kendo, a beauty branding company owned by Sephora that operates
the Marc Jacobs Beauty website. The process resembles that created by Curalate
through its Like2Buy platform, as well as rewardStyle’s LiketoKnow.It. Each
creates the possibility of a shoppable Instagram, the former used by Nordstrom
and Saks Fifth Avenue, and the latter used by Vogue and now InStyle.
Independent Instagram users and bloggers can also use LiketoKnow.It, allowing
them to promote specific brands via features like an “outfit of the day.”
As an increasing number of companies pop up to fill the
commerce void in Instagram’s platform, it brings to question when and if the
social media company will step in and offer direct, shoppable links themselves.
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