Author: Ryan Philemon / Source: hubspot.com Remember the good old days of catalog shopping? A simpler time when you could flip through pa
Remember the good old days of catalog shopping? A simpler time when you could flip through pages of a glossy magazine, ogling at advertisements that captured your attention, drew you in, and immediately transformed you into an interested customer.
A lot has changed for brands since those nostalgic times. Thanks to social media and content inundation, brands are having difficulty bridging the gap between browsing and buying. How can you turn engagement into actual conversions?
Have you ever browsed a blog, social media feed, or other digital publication and instantly discovered a product you love? Did you spend the time scanning the website or search engines trying to find it? Probably not.
Retailers have often relied on visual content to capture the attention of consumers. However, the abundance of branded content has made it increasingly difficult to encourage actual purchasing — making the pathway to conversion more crucial than ever.
What Is Shoppable Content?
Shoppable content is a form of visual commerce in which marketers use compelling imagery (often formulated in a storytelling format) with actionable purchase points or product recommendations, streamlining the conversion path from browsing to purchase.
Interactive and shoppable content are now necessary assets for digital retailers. Convenience and a subpar return policy are no longer enough to capture new audiences and encourage customer loyalty. In fact, according to a recent shoppable content report, 33 percent of retailers stated that the improvement of customer’s digital experience was a top three priority in 2017.
ECommerce brands championing this new form of social and content marketing are breaking down the traditional constructs of digital shopping. Their websites and marketing channels have transformed into experiences that are an inventive step beyond the dull and dated eCommerce environment.
If you’re one of the 33% looking to improve customer experiences this year, take a look at the brands doing it best.
5 Examples of Creative Shoppable Content
1) Visual Storytelling with Scotch & Soda
Traditionally, lookbooks were an industry insider tool. They were used to attract coverage from press and to showcase new products to potential retail buyers.
Over the years, lookbooks have transformed into public-facing marketing assets used to convey the inspiration of a collection, and to breathe life into the products being sold.
Dutch clothing retailer Scotch & Soda fully captures the creative inspiration behind the Spring/Summer 2017 collection in their latest shoppable lookbook experience. The exotic scenery conveys the story behind the product. A story of creative discovery found in nature — specifically the rainforest.
Someone who browses a lookbook will spend around