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Parachute UGC Boosts Click-Through Rate 35%, Lowers Cost-Per-Click 60%

  • Published in Social

Parachute, a digitally born bedding, bath and home retailer, is an old hand at posting user-generated content (UGC) — the company even promotes its own “Instagram Shop” within its e-Commerce site, powered by the #MyParachuteHome hashtag. But this spring, the retailer discovered that its user content is marketing gold: UGC actually performed better than Parachute’s own editorial content in driving its retargeting campaigns.

Through an A/B test, the Parachute team learned that UGC generated both a 35%higher click-through rate (CTR) and a 60%lower cost-per-click (CPC) compared to the editorial content. To deploy UGC across social platforms such as Facebook, Instagram and Pinterest, Parachute partnered with Curalate, a platform that aggregates images and videos and turns them into shoppable advertisements for the products.

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Swiss Personal Care Brand Boosts #GlobalGarden Campaign Engagement With UGC

Weleda, a manufacturer and online seller of natural cosmetics, personal care products and alternative medicines, leveraged user-generated content (UGC) to promote “real” beauty and, more importantly, drive customer engagement during its Global Garden marketing campaign. As a beauty brand, Weleda felt it was necessary to showcase real customers to its audience — without photo editing or filtering — to build closer relationships with younger consumers.

The cosmetics company leveraged the Olapic Content Engine to identify hundreds of images marked with the hashtag and campaign keywords that aligned with Weleda’s brand identity and values. From there, Weleda was able to mine images from the approved content library to inform and improve the next iteration of its brand communication. Following a successful test phase in Germany, France and the U.S., UGC campaigns are now being rolled out in other countries.

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Keeping Carts Full Requires More Than Digital Deals

0aaaChris Beer GlobalWebIndexAs 2019 continues, some of the biggest shopping days are ahead of us again: Black Friday, Cyber Monday and the Christmas shopping season. This year, marketers, agencies and brands are looking for trends and new ways to interact with shoppers across all channels to keep the online carts and in-store baskets full ahead of peak season. What will drive sales this year? What digital and social marketing campaigns will reach people and turn them into actionable buyers? The key to creating a successful retailer strategy is to understand more about target groups than simply demographics — as it is their habits and behaviors that shape their purchasing decisions.

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The Eyes Have It: Visually Rich ‘Shoppable’ Instagram Content Tops Social Commerce Trends

  • Published in Social

Social media’s impact on retail has been well-documented: as many as 76% of consumers have purchased a product they saw in a brand's social media post, according to Curalate. More than half of these purchases are ultimately made online — 11% of shoppers made the purchase immediately, while 44% later purchased the item online.

But not all social channels offer the same audience, reach or impact. It’s increasingly clear that the most visually oriented platforms are leading the charge to generate traffic, brand awareness and more sales. Retailers are being presented with valuable opportunities to deliver exclusive promotions on Instagram and Facebook, and Instagram may be the true wild card here — traffic on the platform is projected to grow 3X faster than overall social traffic, according to Salesforce.

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Etsy, Target Top Halloween-Related Social Chatter

With Halloween lurking creepily around the corner, retailers are making last-minute preparations to capture their share of a projected $9 billion in consumer spending. But social media conversations may provide omens about which retailers will generate the most revenue throughout the shopping day. The retailers attracting the most social engagement as of Oct. 16, according to data from Crimson Hexagon, include:

  • Etsy: 607,773 posts;
  • Target: 273,821 posts;
  • Amazon: 123,178 posts;
  • Walmart: 76,432 posts;
  • Party City: 24,264 posts;
  • Hot Topic: 33,691 posts; and
  • Urban Outfitters: 8,268 posts.
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L’Occitane Experiential NYC Concept Store Accents Social Media, Sustainability

The L’Occitane Group is opening a L'Occitane En Provence experiential store on 555 Fifth Avenue in New York City, designed to highlight the brand’s seasonal campaigns through social media, VR and merchandising-based experiences.

The store has a dedicated social media area that includes a video live feed of the company’s U.S. Instagram account, according to Glossy. Additionally, the location leans heavily on visual experiences, such as a “bike through Provence” where shoppers can ride stationary bikes against a scenic French background, and a 360-degree VR-powered hot air balloon ride over France where shoppers can get a free hand massage.

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Sephora, Nike Leverage AR Effects Via Facebook Messenger

  • Published in Mobile

Four brands are presently taking a new approach to augmented reality (AR) experiences, integrating them with the Facebook Messenger messaging app. In May, Facebook revealed that it had launched AR experiences on its Messenger platform in closed beta for retailers such as Nike and Sephora, as well as ASUS and Kia. With these experiences, retailers and brands can leverage messaging to help shoppers visualize a product and get instant feedback about purchases, customizations and more — without ever needing to set foot in a store. 

The future of Facebook Messenger as a means of communicating with retail consumers looks bright. As of May 1, there were more than 300,000 active bots on Messenger, and more than 8 billion messages are exchanged between people and businesses each month — a number that is 4X the number of messages exchanged just since last year.

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Lulus Raises $120 Million On The Back Of Strong Millennial Following

Lulus, an e-Commerce fashion retailer, has closed a $120 million investment from IVP, a venture capital and growth equity firm, and Canada Pension Plan Investment Board (CPPIB), a global investment management firm.  

With the funding, Lulus plans to support growth initiatives like building out its East Coast fulfillment center, entering new categories such as shoes, and increasing its headcount.

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All Wrapped Up: Holiday 2017 Recap And 2018 Holiday Shopping Predictions

od red cal templateHeather Marsh, VP of e-Commerce for Johnston & Murphy, teams up with Caila Shwartz, Business Intelligence Senior Analyst for Salesforce Commerce Cloud, in a web event that will:

  • Highlight the e-Commerce strategies that produced results for Johnston & Murphy during the 2017 holiday season;
  • Analyze the 2017 holidays to identify best practices across the retail spectrum; and
  • Provide a forecast for 2018 and steps retailers can take now to boost results.
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