As the holiday season rapidly approaches, luxury brand Marc Jacobs isn’t wasting anytime trying to sell through social media.
Facebook, Twitter and Instagram have all been testing early versions of social commerce buttons that would allow customers to shop directly from a brand’s social media account. However Marc Jacobs has decided to develop an in-house solution.
According to a report by Marketing Land, Marc Jacobs got its email marketing platform Bronto Software to create a mechanism that linked its e-commerce site to its Instagram posts.
Here’s how it works: A customer who likes a Marc Jacobs Instagram post that contains the hashtag #ShopMJB will automatically receive an email from the company with a link to the advertised product’s buying page.
“By developing this completely in-house with our email provider, we’re able to control every touchpoint with the customer,” Kelly Coller, senior director of marketing for Kendo brands, told Marketing Land in an email. “The experience is customized and seamless, eliminating additional steps to shop and keeping the interactions wholly between Marc Jacobs Beauty and our social fans. We’re also able to take it a step further and will be offering exclusive deals to our followers through the experience.”
Brands have been attempting this sort of thing with Curalate and other indirect methods of social media sales, but we’ve yet to see a truly one-click experience. However, this just shows how big the opportunity is for social media marketing companies to create that integrated experience for brands, and you can bet we’ll be seeing more in-house innovations as the holiday season comes closer.
