As 38.7 per cent of online shoppers aged 16-24 have used Instagram Shopping to buy an item, retailers targeting this demographic should recognise the potential of social media beyond a marketing tool and as an additional sales platform that is especially effective at driving impulse purchases, according to GlobalData, a leading UK-based data analytics firm.
Instagram Shopping is a tool that allows retailers to tag items featured in their Instagram posts, allowing a consumer to click on the link for a product that directs them to the specific page on a retailer’s website.As 38.7 per cent of online shoppers aged 16-24 have used Instagram Shopping to buy an item, retailers targeting this demographic should recognise the potential of social media beyond a marketing tool and as an additional sales platform that is especially effective at driving impulse purchases, according to GlobalData, a leading UK-based data analytics firm.#
“Retailers targeting young consumers need to seize the opportunity created by the new shopping habits of this demographic as they increasingly use Instagram Shopping as a platform to make purchases. Using the tool, retailers can promote specific products to a huge number of followers,” said Emily Salter, retail analyst at GlobalData.
As a shopping platform, Instagram also has the advantage of being personalised, as users can follow retailers and hashtags, and use the Explore function to search content themes, view relevant posts and search for accounts, tags and places.
The content seen is therefore refined so consumers are more exposed to relevant products than they may be on a retailer’s website or app, unless personalisation is effectively employed, according to a company press release.
For smaller retailers without the resources or ability to use personalisation or develop an effective and attractive app, Instagram Shopping offers a way to boost mobile sales with less investment.
Additionally, Instagram presents retailers with a means to react quickly to trends by highlighting popular and talked-about pieces as they emerge, and engage with consumers to build brand loyalty – especially important in the highly competitive young fashion market. (DS)
Fibre2Fashion News Desk – India
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