“What this gave us was one-click access to products and created a seamless experience from Instagram to the photo down to real product information,” Galipeau said.
Facebook and Twitter are all gunning for the one-click purchase. Amazon already has it. Payments startup Stripe, according to Re/code, is in talks with Twitter to facilitate purchases in-tweet.
“Social and ecommerce teams are forming tighter relationships because social is driving traffic their way and they want to know, ‘Did this improve time on site?’” according to Apu Gupta, cofounder and CEO of Curalate. “A lot of analytics tools showed… baseline, organic engagement and engagement with a paid unit… but many brands we work with need to go beyond that.”
Like2Buy, he claimed, enables marketers to measure click-through to purchase and subsequent ROI while improving shopper engagement.
Although Nordstrom’s Instagram strategy has primarily been focused on earned and owned media, Instagram recently rolled out a new set of tools for brands to determine paid reach for sponsored photos.
Nordstrom’s paid media investments are evaluated “on a case by case basis,” Galipeau noted.
“There’s certainly a paid component to our overall ecommerce strategy, whether that’s in Facebook or the mobile environment, but with Instagram it’s so early days that we want to make sure we have the right targeting capabilities to make sure the right content meets the right people,” he added. “Our view is you really need to respect the community that’s on the platform and the way the platform was designed, so we want to keep content relevant.”