Retailers around the world have been trying for some time to turn their Instagram pages into one stop shops for their products, and this year two US brands have itched forward toward that goal.
As covered by Bloomberg Businessweek back in August, Nordstrom launched a shadow site linked to their Instagram feed called Like2Buy. It looks like Instagram and works like Instagram, but gives users the option to purchase the item featured in the photo from the company’s site. It’s a solution that allows the retailer to hone in on its Instagram reach, and removing the need for users to scour the internet for the product and possibly purchase from another online retailer.
It was a smart move for Nordstrom whose Instagram reach hovers around 638,000 followers. But as of this week another very popular US brand is offering yet another workaround to turn the platform into their own one stop shop, and this one’s reach is over 3 million.
Michael Kors is hoping to nudge users browsing through their photos to easily purchase the item they’re looking at with a program called #InstaKors.
For fans that register via email to the program, ‘liking’ a photo on the Kors page will result in an email from the company that can be used to purchase the featured item.
As Bloomberg Businessweek suggests, it’s a rather long and “annoying detour”, but with Kors’ following on the platform leading many other luxury brands by a fair margin including Burberry, Prada and Coach, the company is right to at least begin experimenting with monetising their presence on Instagram more directly.
Users who ‘like’ something on Instagram are generally ready to buy the product – in fact they may already own a pair. Giving them an extra little nudge to easily purchase the product may prove extremely lucrative for these retailers, as clunky as these initial offerings are.