Orchestrate a seamless shopping experience

Platforms must provide a shopping experience built on consumer trust with a seamless avenue for consumers to purchase when a moment of inspiration strikes. Platforms have an opportunity to develop more frictionless consumer journeys through innovative and engaging shoppable media formats, relevant product and creator recommendations, and native peer review and checkout processes.

Improved advertising effectiveness

Platforms can prove the viability of social commerce by leveraging first-party consumer data to reveal new consumer insights for retailers, brands, and creators. Platforms can help capture moments of inspiration from consumers at the top and bottom of the funnel by helping brands better target consumers and optimize their marketing spend or supporting creators in developing more engaging and relevant content

Creator marketing authenticity and engagement

Retailers and brands moving into the influencer ecosystem should seek true, authentic partnerships with creators and social commerce platforms and avoid the temptation to think transactionally. That means finding a diverse group of creators, including nano (<10,000 followers), mega (>1,000,000 followers), and those in between, that attract the brand’s target audience and align with its values. Ultimately, connecting with the right community will pay dividends.

Taking care of the back end

Engaging consumers with inspirational content and moving them to the point of purchase is a must-have capability, but equally important for retailers and brands are the last steps of the consumer journey. Shoppable media may fall flat if the consumer finds it challenging to click “buy,” enter their payment information, or deal with customer service post-purchase. For this reason, architecting technology stacks to integrate brand and retailer e-commerce systems with platform systems is crucial to harnessing the full value of social commerce trends.

Creators and their communities

Social commerce is a marketing channel in its own right, with creators acting as the glue between retailers, brands, and platforms. The rise of user-generated content has proven beneficial for the ecosystem as consumers spend more time interacting with social media. Creators connect with communities by posting relevant, engaging, and shoppable content, often on behalf of a brand. In doing so, creators drive active daily users to their preferred platforms and provide an opportunity for their communities to grow.

Monetization and other tools

Creators need support from platforms, retailers, and brands. New monetization opportunities, such as direct tipping or virtual creator storefronts, allow creators to diversify and predict their income stream. Tools that support engagement measurement, social listening, and content management are also beneficial for creators.

Looking to develop a purposeful strategy and optimize the consumer-creator experience?

We help platforms, retailers, and brands identify social commerce growth strategies, partnership opportunities, and customer needs. Our team can help you create curated customer experiences to deliver relevant moments of inspiration to the right audience. Our data-driven approach includes:

• Creator monetization strategy
• Social commerce strategy and architecture
• Retailer and brand partnership strategy
• Customer journey mapping
• Experience design
• Customer segmentation and targeting
• Social customer engagement reporting and metrics

Want to leverage creators to create unique shopping inspiration?

We work with retailers and brands as they enter the social commerce space, improving the effectiveness of creator marketing efforts by optimizing the creator experience. We can guide your social commerce content strategy and help you scale this emerging marketing channel in a way that fosters trust, diversity, and inclusivity for both creators and consumers. We also help platforms understand the tools and capabilities required to enable this channel, including:

• Brand-creator optimization
• Creator sales attribution
• Creator experience optimization
• Creator management platform implementation
• Content moderation strategy
• Social channel content strategy
• Shoppable content development and configuration

How can you capture more sales and improve your marketing efforts?

We architect technology stacks for brands, retailers, and platforms that enable seamless social commerce consumer experiences. Our team provides support in redesigning operating models and organizational structure that better support your ambitions. We also focus on helping brands and retailers improve return on ad spend through data and analytics. Using predictive social intelligence to deliver more relevant campaigns, we help clients understand how they can work with creators to produce inspirational content. This process includes:

• Active campaign optimization
• Commerce stack transformation
• Creator management platform implementation
• Product catalog and commerce stack integration
• Creator service operations and case management
• Order to cash process re-engineering
• Supply chain and network operations modernization
• Performance marketing optimization
• Sales campaign insights