#Instakors Is Latest Mobile App for Social Shoppers
Today, Michael Kors became one of a handful of companies embracing Instagram as a way of selling product. In and of itself Instagram is a handy way for marketers to get the word out about their products. However, currently, there’s no seamless way for a retailer to “seal the deal” after a potential customer “hearts” (equivalent to “liking” on Facebook) a particular post. Still, the aim is to make shopping from mobile devices simpler than ever, while promoting a sense of community. And it appears to be working.
The brand is not alone in trying to encourage a social tie-in with shopping. A number of upscale retailers — such as Nordstroms and Marc Jacobs Beauty — have implemented ways to help Instagrammers buy their favorite products. Michael Kors’ solution is similar to several available; after registering at #Instakors with an email address, a user who likes a shoppable photo will receive a linked email to buy the product. The Kors mantra: Like it. Shop it. Own it.
It’s just one step too long to being truly convenient; that email requirement is kind of clumsy. But Instagram has not made mention of streamlining the process and providing live links anytime soon. So, a number of enterprising developers have tried to fill the niche. For instance, LikeToKnow.it, helps fashion bloggers monetize their efforts by operating in a similar way to #Instakors; readers who “like” a clothing photo receive an email with links to items in that post.
A different take on the Instagram shopping quandary came from Dash Hudson, which this past July raised $400,000 in seed funding. Rather than relying on the additional email step, Dash Hudson features photos of clothing in its own app. The issue of photo permissions looms large with this, but it works like this: A teenaged girl follows model Cara Delevingne on Instagram. The follower “likes” a particular photo that has been rendered shoppable — and a purchase button offers the opportunity for immediate gratification. It’s easy and fast. What’s fascinating is the lack of a shopping cart. Apps like Dash Hudson are great for one-off purchases, but would not be suited for purchasing multiple items (as one might do at a grocery store). However, Dash Hudson is catering to a somewhat exclusive audience; not too many people will buy more than one $595 Sophi Hulme bag at a time.
“It’s an elegant solution. We killed the shopping cart so you can get anything from your favorite brands in a few touches,” said the CEO of Dash Hudson Thomas Rankin in an interview last month. “It’s a new experience, but with the same things you expect from a traditional retailer – like free shipping and returns. That denim on denim outfit Rosie Huntington-Whiteley is lounging in? Get it in seconds. Simplicity is what makes people fall in love with us.”
That goal of offering customers simplicity is a guiding force behind Retail Pro’s solutions. In particular, it guided us in our partnership with Merchant Warehouse and our decision to deliver the Genius solution to Retail Pro 8, Retail Pro 9 and Retail Pro Prism customers. Simplicity is important to our customers, so they can offer technology that helps shoppers enjoy the retail experience. For example, the “future proof” nature of the Genius solution means emerging payment technologies, such as EMV and NFC, and loyalty/couponing applications, etc. can be added with ease to any existing Genius engagement device.
The overarching goal for any retail solution should be simplicity. As Leonardo DaVinci said, “Simplicity is the ultimate sophistication.”
