Retailers targeting young consumers need to seize the opportunity created by the new shopping habits of this demographic
As 38.7% of online shoppers aged 16-24 have used Instagram Shopping to purchase an item, retailers targeting this demographic should recognize the potential of social media beyond a marketing tool and as an additional sales platform that is especially effective at driving impulse purchases, says GlobalData.
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 a shopping platform, Instagram also has the advantage of being personalized, 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 personalization is effectively employed.
For smaller retailers without the resources or ability to use personalization 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.
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