Inspirational Shopping. How leading multi-brand retailers

from style in progress 1/2020 – English Edition

Unique in Every Respect. Boys Don’t Cry/Paris

#INSPIRATIONAL #SHOPPING

Like no other social network, Instagram enables users to present products embedded in real-life situations, to interact with followers, and to increase their buying power. The shopping feature allows the mapping of the entire customer journey – from inspiration to purchase. There is no such thing as the ultimate sales-enhancing strategy, but there is plenty of scope and a wide variety of success stories. style in progress reveals basics, hacks, and best practices. Text: Stefanie Buchacher, Nicoletta Schaper. Photos: Interviewees

1billion people worldwide use Instagram, 130 million stories are viewed every month. Fashion claims the top spot of the most common topics with the most frequently used hashtags #style and #ootd. Authentic content is rewarded with the attention of a passionate community. In addition to increasing awareness, Instagram can also boost sales – both online and offline. Every fifth German has already bought products advertised by influencers.

BASICS

Alongside the feed, Instagram Shopping is also available for the “Stories” and “Explore” features. The prerequisites for Instagram Shopping are a business account, a well-maintained product catalogue on Facebook, and the activation of the shopping feature. Five products can be tagged per post with image. Up to 20 products can be tagged in posts with several images. The items are selected from the associated Facebook product catalogue. Once the products have been tagged and the post has been shared, the typical shopping bag symbol appears in the upper right corner of the image.

HACKS

Instagram remains a place where people seek and find inspiration, as well as proximity and exchange with individuals and companies. That’s why it’s essential to provide authentic insights, offer added value, and place product tags smartly – be it in the form of personal (owner) stories or simple product information.

FOCUS

A well-chosen focus that defines niche and branding helps to keep the account consistent and recognisable, thus attracting followers. The niche takes the target group and their interests into account. Recurring elements, similar colours, and a homogenous tone contribute to a successful branding. The most important question one has to ask oneself when finding said niche: In what way is my offering special?

UNIQUE CONTENT

As a visual platform, Instagram thrives on high-quality images and videos, as well as distinctive messages. The most important question regarding relevant content: What does my target group identify with?

HASHTAGS

One can utilise hashtags to address a larger target group. Important questions to define specific hashtags with a high reach: Which product can be seen? What is the unique selling proposition? Can the product be attributed to a certain trend or season?

FASHION IS AN EMOTIONAL EXPERIENCE

“I perceive Instagram more as a source of inspiration than a sales channel. Sparking customer interest is the only way to compete with all the online competitors. We live in a bubble with people who have everything and are saturat ed. Products are everywhere. But shopping remains an emotional experience. We use Instagram to involve our customers directly in what is new in the store. You can tell from our posts that a lot of heart and soul goes into them. On average, we get up to 300 likes. Stories are viewed about three times as often. Then our customers come by to experience the fashion in the store.” Nicole Mohrmann,

Manging Director of Nicole Mohrmann in Munich – 7,600 followers

WORTHWHILE DESPITE HIGH RETURNS

“Our feed follows a clear concept: nine images at as surprising a location as possible. This lends a nice appearance and is a website replacement, so to speak. The stories, which are spontaneous and personal, focus on newly arrived products. On average, we attract 3,000 viewers. De pending on the content of the story, our phone starts ringing constantly. Most customers order by phone or via our Far fetch shop, while our regular customers simply drop by. As is the case with all distance orders, the return rate is quite high: about 50 percent. As we mostly ship complete outfits, it is still worth it.” Kerstin

Goerling, Managing Director of Hayashi in Frankfurt/Main – 27,000 followers

LINKED

“I launched an online shop one year ago. It works super linked with Instagram Shopping. Whoever clicks on the respective link is forwarded, pays via PayPal, and receives the purchase. This is how 90 percent of my online sales are generated. What I promote on social media sells almost 100 percent. I notice on a daily basis that user generated content, especially the story postings, works very well, which also has a positive effect on the traffic in my store.” Esther Laut, owner of Minette in

Karlsruhe – 11,100 followers

STAGING X ENTERTAINMENT

“We wish to stage and promote our products, but also be entertaining and present our selves. The feed is very much focused on the staging part. In addition to product porn, we also post about topics that interest our target group of sneaker and streetwear enthusiasts beyond trainers. Our stories are more spon taneous and approachable. Some posts initiate discus sions with several hundred comments; we often write 50 to 100 replies to stories. We have a perceptible, direct sale. One needs to strike before it’s too late, especially in the case of hot items. The return rate ranges from 5 to 25 percent.”

Daniel Benz, Managing Director of Asphaltgold in Darmstadt – 426,000 followers CROSS-SELLING

“We present ourselves in an outfit on Instagram every week and pay attention to different hashtags. We show how to combine pieces: snake leggings with a Nakd sweater or a long blouse by Tom Tailor. 90 percent of the items are usually bought within three days, mostly via PayPal or by credit card. Four out of six customers prefer to visit the store to try them on. Sometimes they buy something completely different. Cross-selling works perfectly in this case! Female customers are the most likely to be seduced by new pieces, followed by kids and men.”

Isabell Schwarz, Managing Director of Glücksgeschwister in Bebra – 1,000 followers

ONLY TWO PERCENT RETURNS

“My Instagram stories are viewed by 6,500 people every day, which gives us a broad reach. At the last Fashionnight, which we broadcast live on Instagram, we had to send 100 people home due to overcrowding! I receive up to 400 messages with questions after each feed. I answer them all in detail. We ship after prepay ment via PayPal. What is posted sells 100 percent with a return rate of merely two percent, which is certainly the result of in-depth consultation. The day with the most sales? Sunday, with up to 80 orders.” Melanie Allebrod,