The B2B service Olapic has been capitalizing on that social shopping tendency to connect brands with user generated photos for use as a marketing tool.
Olapic provides the infrastructure for featuring user generated photos as well as a dashboard for analytics. As it gathers data, Olapic is hoping to crack the code on what about a photo makes a person buy.
According to Olapic, people who look at user generated photos or videos are five times more likely to buy something than those who don’t. Numbers reported by the company, yes, but user-submitted photos are both the mark of a happy peer and make the product more approachable, especially for clothing retailers that use waifish models (read: not the size of the average woman) in their product photos.
It’s a strategy that a number of ecommerce companies have adopted in-house, and Olapic also competes with similar B2B services like Chute. Rent the Runway, for instance, adds photos submitted by previous renters in the product description of a given dress. It includes their height, weight, and chest size, so that when a shopper has her own stats on file, the site can float to the top images of like-bodied women.
In order to go deeper into ecommerce, Olapic has now added a single-sign-on feature that gives consumers one log-in for all Olapic-supported ecommerce sites, rather than having to re-register for each site individually. More importantly, retailers are able to get data on what customers are doing across the Olapic platform, which better enables the photos consumers look at and products they buy can feed into recommendations and marketing.
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