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Shefit Ties Commerce To Social Influencers With Shoppost

Shefit

Influencer marketing is an effective tactic used by brands to generate buzz and introduce their products to new audiences. Today, more brands are relying on bloggers to review their items and educate online visitors about their businesses.

For example, workout gear brand Shefit sought to better engage Millennial moms. The brand partnered with MtoM Consulting to help establish an influencer marketing strategy targeting relevant bloggers.

During the planning process, MtoM Consulting discovered Shoppost, which enables retailers to integrate their branded shopping carts into social networks. So when consumers visit Facebook, Pinterest and Twitter, they can access brand content and product information, add items to their carts and complete transactions without ever leaving the sites.

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By integrating Shoppost into influencer blogs, Shefit was able to streamline the path-to-purchase.

“We were able to have a blogger write about the product, its fit and her experience, and then have that seamless e-Commerce experience within the post,” said Christine Wilson, Founder and CEO of MtoM Consulting. “So someone can read that post, see the different colors and sizes, and then they are empowered to make decisions right there on the blog post and add it to cart.”

Tying a branded shopping cart into an influencer campaign helps create “a trusted shopping experience” because consumers are never forced to leave the content that they originally turned to, Wilson explained. “For more than a year, I’ve been talking about wanting to build out my own ‘buy now’ button that can integrate with an influencer campaign. Shoppost allows us to embed product images and information with that ‘buy now’ button to create that great experience.”

MtoM Consulting and its clients focus on engaging and targeting moms. In Shefit’s case, the goal was to connect with potential customers that were “Millennial moms and also incredibly digitally savvy,” Wilson said. “They’ve grown up in a digital world and it’s an extension of who they are and what they do. But being that we target moms in general, we’re always looking for ways to make their lives easier.”

With Shoppost’s help, Shefit was able to make the decision-making process more hassle-free by eliminating a number of steps out of the typical journey consumers must take from a social banner ad to a specific product.

“The goal is always to cut out as many steps as possible while providing customers with all the information they need to make an informed buying decision,” Wilson said. “Millennials, and consumers in general, aren’t going to put up with something that’s arduous. They’re weaning away from a lot of the noise out there and they want things to be simple.”

MtoM Consulting and Shefit were able to collect valuable data regarding the success of the Shoppost integration. In addition to tracking traffic from the influencer post via Google Analytics, the companies were also able to track the number of sales derived from the specific blog.

“With this campaign, we were able to work from the influencer all the way to the shopping cart,” Wilson explained. “That is something that is typically very difficult to achieve.” 

 

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