Here’s our weekly round-up giving you a quick update on the latest and most interesting campaigns in the world of ecommerce and marketing…
Google VS Amazon
Google introduced ‘cross-platform shopping actions’ in a blog post this week, which is said to challenge Amazon. By doing this, Google is now allowing retailers to list their products on a Google search in exchange for a cut of transactional revenue.
Google’s ‘shopping action program’ has been introduced to provide customers with an easy way to shop all products.
This is done on Google assistant and Search with a universal cart on a mobile, desktop or even a Google Home device.
In theory this will keep some consumers away from Amazon when they begin their search for a desired product.
Shopping on Social Media
Social media shopping is expanding, with it becoming easier for retailers to market across Pinterest and Instagram.
On Monday, Pinterest expanded the availability of their shopping ads from a “couple dozen” retailers to “hundreds of businesses”.
This means that the easy way of shopping will be widely available, you can buy the products directly from Pinterest in just a few taps from business accounts.
At the moment this is only available in the U.S. However, Pinterest has also announced that they will be expanding their ‘Shop The Look’ section to France, Germany and the UK. This allows users to identify, shop and buy products within fashion and home pins.
On Tuesday, Instagram expanded their ‘Instagram Shopping’ to Australia, Brazil, Canada, France, Germany, Italy, Spain and the UK.
Similarly to Pinterest, Instagram has made shopping on the platform easier stating that they want their shopping to be “less transactional and more immersive”.
They have created this immersive shopping experience by introducing a ‘tap to view icon’ icon which appears in the bottom left corner of an image. When the user taps on this, a tag will appear on various products within the image with their prices.
When the consumer taps on the item tag, a new more in-depth view of the product will open. If the consumer then decides that they would like to purchase, there is a “Shop Now” link, which will direct the consumer directly to the product on the merchant’s website.
A lot of retailers are getting on board with the growing AR trend and developing apps using AR to help push their products.
This week, IKEA has introduced “Matchers Keepers”, a YouTube game show series with the goal of helping housemates agree on furniture items.
The contestants use the IKEA AR app to pick an item of furniture to see how closely their tastes align, if both contestants pick the same item of furniture, they win said item!
This week L’Oreal has brought Modiface, an AR tech company. Through this, the beauty brand hopes to expand its digital tools and let customers virtually try their hair and makeup products through the app!
Keep an eye out for more from L’Oreal with the introduction of this app!
That’s all for this week, be sure to come back next week for more of the latest in digital marketing and ecommerce…