Earlier this week we launched the first recap of our latest webinar: “How Retailers are Driving Business from Social during the Holiday Season”. The first post in this webinar series’ highlighted how retailers are using Facebook to drive business objectives this holiday season. The full post, which highlights Macy’s and Nordstrom, can be viewed by clicking here.
In this series’ second post, we will analyze how retailers have successfully driven business objective using social strategies, particularly on Instagram. In this webinar we have featured American Eagle and Urban Outfitters as top retailers utilizing Instagram this holiday season.
American Eagle’s top performing posts drive page views by featuring products alongside catchy captions with holiday flare and direct links to their site. The links bring you to a like2b.uy page that provides you with details about every featured product on their Instagram posts.Clicking on the images found in the like2b.uy page directs you to the product page, which displays details about that featured item. From there, each item page makes reference towards related searches, email sign ups, AEO credit cards and reward program sign ups. This drives American Eagles’ business objectives by optimizing its use of social content and product pages to promote page views, credit card and rewards program signups and product searches.
Urban Outfitters holiday posts have similar design and content strategies as American Eagles, however they lack the call to action to their webpage. Without reference to their webpage, Urban Outfitters is missing out on opportunities to drive page views and potential sales.
Urban Outfitters lack of a like2b.uy page eliminates a middleman and drives viewers straight to their Urban Outfitters Community webpage. Here, viewers can access details about products shared on their community and Instagram page. This page is designed to drive page views, purchases and brand loyalty.
The next post in this blog series will discuss how home improvement stores- Lowes and Home Depot- are using Pinterest to drive business objectives. In the meantime, you can download the “How Retailers are Driving Business from Social during the Holiday Season” presentation by clicking here or you can view the presentation recording by clicking here. The first post in this series can be view by clicking here.