Amazon has recently unveiled its latest feature Spark, a shoppable product feed of stories and photos, that aims to improve product discovery. The Amazon Spark experience is similar to scrolling through your Instagram feed for inspiration, except in this case everything is set up so you can click on an image and purchase products directly from Amazon.
This trend is called “shoppable content” or connecting content with a direct, seamless path to purchase, and it’s transforming eCommerce.
Many brands believe this sort of interactive content is too expensive and time consuming to produce regularly. Only Amazon Prime members that sign up to Spark can post content to power Spark’s feed. But you don’t need to be an eCommerce giant like Amazon to find content around your brand.
There’s an existing goldmine of compelling content you can tap into called user-generated content (UGC). It’s the billions of photos, videos and posts people freely publish to social sites like Instagram, Facebook and Twitter everyday – and it’s easier to find, sort and make this content shoppable than you think.
Making All Social Content Shoppable
More and more brands are recognising that UGC is increasingly influencing buying behaviour in eCommerce and is often times more influential than standard product photos. According to Gartner, 81 percent of consumers’ purchasing decisions are influenced by their friends’ social media posts.
This phenomenon is not limited to retailers or consumer products. In travel and hospitality, experience is everything. Eighty-three percent of travelers use social networking, video or photo sites as online sources of travel inspiration and validation. For brand marketers, it’s letting your customers do the advertising for you.
Azamara Club Cruises
A travel brand providing an exemplary digital shopping experience is Azamara Club Cruises. They’ve created a social commerce experience featuring visual, clickable links to their cruise packages on the UGC they’re pulling in from social channels and publishing on their site using Stackla. With this campaign, Azamara Club Cruises has created an inspirational experience that both focuses on the customer through contextualised, shoppable content, while also delivering conversions for the brand.
UGC is most effective when it exists directly on the product page. Customers are 6x more likely to purchase a product if the webpage includes pictures from social media.
The images act as a product endorsement from other customers, and the shoppable elements make it easier to discover the product information necessary to make a purchasing decision.
Outdoor adventure brand, Kathmandu, took an innovative approach for the launch of their 2017 winter line of products by creating an online lookbook of interactive content for shoppers to explore as they would on their favourite social feeds – something that’s been proven to improve web engagement metrics like time on site and pages per visit.
Kathmandu took this concept to the next level by using Stackla to make their online lookbook shoppable. By clicking into any of their dynamic images, shoppers can mouse over each ShopSpot to get not only a brief product description, but also a direct link to that product page – effectively shortening the path to purchase and improving conversion rates.
Absolut Elyx’s online store collates UGC to create a gallery of real people using the premium vodka brand’s signature copper products. Once an image is clicked, shoppers can add items straight into their shopping bags. By incorporating visual content from actual customers, Absolut infuses personality into its products by transforming them from objects into aspirational and relatable lifestyles.
By adding visual content from the most trusted source – your fans and customers – to your product images, you can give people the social validation they need when online shopping to improve online conversions and boost sales.
Any brand that can make content instantly shoppable stands to win. If you want to find out how Stackla can help you tap into UGC to drive more revenue with shoppable content, get in touch by filling out the form below, we’d love to hear from you.