American fashion retailer Nordstrom has collaborated with marketing firm Curalate to use Instagram to link directly to its product pages, allowing a rather straightforward sales channel.
Nordstrom has been active on social media for quite a while: it has been answering every single question on Instagram related to one of its products. That was a very time-consuming process as Nordstrom gets tens of thousands of Instagram reactions every day. It implemented Instagram into its website in July 2014, but customers found that rather cumbersome as they were forced to leave Instagram and find the relevant picture on Nordstrom's website.
Curalate's Like2Buy solution has now alleviated Nordstrom's Instagram problem of not being able to link to their website. Nordstrom's Instagram profile now has a photo gallery and if a visitor clicks on one of the photographs, he will automatically be linked to the product page on Nordstrom.com. According to social media director, Bryan Galipeau, this removes a pain points and speeds up the process for both sides.
Customers can now also easily add a product to a wish list which they can use to find the item on the Nordstrom website. The company hopes that removing these barriers will help people buy something more quickly.