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RetailX Brand Index 2019

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Lulu Guinness launches onsite social commerce

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Bagging social experience: Lulu Guinness adds social to its site
Bagging social experience: Lulu Guinness adds social to its site
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Lulu Guinness leverages social on its site to create engaging customer experiences

Lulu Guinness is launching onsite social commerce to create a more engaging customer experience.

 

The longstanding British handbag and accessories retailer is working with social commerce specialist Curalate to bring user generated content in a shoppable format onto its website.

 

Lulu Guinness uses Curalate’s technology to collate content tagged #HowDoYouLulu from Instagram and displays it on luluguinness.com.

 

“Social commerce is set to be an integral part of our E-commerce business,” comments Tayyaba Malik, Head of E-Commerce at Lulu Guinness. “Customers often browse on social before making a purchase, so bringing this content onsite - and making it shoppable - will resonate well with them.”

 

Customers can click on intelligent images in the galleries on Lulu Guinness’s home and ‘Instagram Shop’ pages to ‘Shop the look’.

 

“Lulu Guinness is committed to using social to enrich customer experience,” said Apu Gupta, CEO of Curalate. “Showcasing shoppable real-life images of its playful and striking designs onsite will extend the discovery phase of a shopper’s journey that starts on social media, encouraging an increase in dwell time and conversions.”

 

Separate research by Curalatesuggests that more than two thirds (67%) of UK consumers go on to purchase products they discover on retailer’s social media channels.

 

The study found that 46% spend time thinking about it then buy later online, while 17% will buy instore. 4% make the purchase immediately online after seeing the product.

 

The 18-34 year olds surveyed were most receptive to shoppable social posts, with half of this age group agreeing they are interested in learning more about items they spot on social media sites.

 

Overall, 39% of consumers were influenced by user generated content, saying real life images of people who had previously bought the product would make them more likely to make a purchase.

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