We live in a world of consumer choice, where brands offer more ways than ever to access their products and services.
But in an effort to track the consumer journey and achieve better margins, too many brands are still presenting a single route to purchase online. And by removing steps and customer choice (usually by offering only a direct-to-consumer purchase option), they can inadvertently hurt their chances to make a sale.
In this blog, we’ll explain why shoppable media can help solve this challenge for brands and explore a few examples of how it can be implemented.
The importance of shoppable media
Brands often link their regular media (like ads, social content, blog posts, and web pages) directly to a product, attempting to rush consumers straight to the purchase.
But the reality is that when consumers find a product they’re interested in, they often choose to purchase through their preferred retailer. And if brands don’t showcase a path for them, they’ll visit more pages before they can buy your product (i.e. Google or a retailer’s home page) and then search for your product or category.
The problem? Each additional step on the path to purchase opens more opportunities for competitors to step in. That’s why shoppable media is so important—it’s a more practical, thoughtful approach to digital content and how people really shop. Shoppable media brings a more diverse shopping experience right into your content, letting your audience interact with their buying options and allowing them to select their preferred retailer. And most importantly, you can track all of it.
For more details on the benefits of shoppable media and how it can help you increase sales, check out our free ebook, The Definitive Guide to Shoppable Media.
3 ways to implement shoppable media
Wondering what shoppable media could look like for your brand? Here are a few examples.
Shoppable landing pages
Part of Where to Buy Shoppable Solutions, PriceSpider’s Shoppable Landing Pages reduce the shopping journey to just three clicks from seeing the ad to making a purchase at a retailer—no matter what channel the campaigns are running on.
They enable brands to:
- Launch, pause, stop, and edit campaigns in less than 3 minutes using the 100% self-service admin feature
- Completely customize landing pages with preferred brand assets
- Track 15+ KPIs from impressions to sales and more
With Shoppable Landing Pages, customers have a better experience, and brands get detailed analytics that help them improve the path to purchase.
Shoppable Instagram Stories
Instagram is a popular place for consumers to discover new trends and products. But despite the app being fairly intuitive to use, it still presents a couple of challenges for brands: they need to capture people’s attention amidst a whirlwind of content, and they need to compel them to tap, shop, and ultimately make a purchase. If the customer is directed to the brand’s website, there’s also the extra step of having to create a brand new account to complete the purchase.
Febreze was able to solve these challenges with a creative approach. It paired up with Khloe Kardashian, leveraging her audience and partnering with PriceSpider to make its media shoppable. Khloe’s stories captured attention and PriceSpider modified Instagram’s “Swipe Up” feature to give viewers more buying options.
By enabling Khloe’s audience to choose to buy from Amazon, Walmart, or Target, Febreze ensured customers would see the online stores they’d most prefer to buy products from.
When a brand’s Facebook or Google ads send all traffic to a single product page on their website, they reduce their ability to track the success of the ad campaign. A lot of consumers will convert at another online store where they prefer to buy, purchase a competitor’s product, or maybe even not make a purchase—but without tracking capabilities, you won’t know what they did at all.
With capabilities like those offered via Where to Buy Shoppable Solutions, consumers have purchase options at the point of engagement, and brands can track sales on any website with full visibility into the path to purchase. This eliminates the need to force buyers down a single path, because all sales (even those that happen on other websites) get attributed to the ads.
Shoppable media made simple
Shoppable media offers your customers a more seamless transition from browsing to buying, providing an easy path from your content to the places they buy products online.
That’s why nearly 2,000 brands trust PriceSpider’s conversion optimization tools to increase sales and give their customers a better buying experience.
Want to know more? Schedule a demo of Where to Buy, and ask how we can make your brand fully shoppable across all channels.