USA: Marc Jacobs debuts ‘shopping’ via Instagram
Marc Jacobs Beauty has taken another step towards social media based e-commerce through the launch of an app that allows consumers to receive purchase information about products through the @marcjacobsbeauty Instagram profile.
As the Instagram platform does not allow the use of active hyperlinks, the company has instead created an e-commerce service in which shared images are linked to product -emails. After providing their e-mail address and Instagram handle, users can ‘like’ Marc Jacobs Instagram posts with the hashtag #shopmjb, and then receive a weekly email with the purchase details of the relevant products.
Marc Jacobs Beauty has previously experimented with Twitter ‘purchases’ through pop-up shops in New York and London using ‘social currency’.
Kelly Coller, senior director of marketing at Kendo, an entity of Marc Jacobs' parent company LVMH, said: “The experience we created for Marc Jacobs Beauty customers is completely customized and eliminates additional steps to shop. We’ll also be sharing exclusive deals and offers to our followers through this experience”.
Source: Luxury Daily / MStarz