Reebok has recently overhauled its content strategy by publishing shoppable images and videos across social media sites, which allows consumers to discover products and purchase them immediately. The global athletic brand said that the change streamlines the customer journey and provides a “seamless experience.”
Reebok has been working with marketing tech enterprise Curalate to create fully shoppable social media channels. Users on Instagram can now find more information about the branded images and clips featuring athletes that they consume on the platform and then buy any products that they want with just a few clicks.
Reebok said that the new strategy is part of a wider push to accommodate the needs of a growing number of its customers, who now prefer to discover new products and shop for them online straightaway using various social platforms. It added that the digital focus will play a major role in remaining relevant to both current and future customers.
“Reebok’s online content celebrates fitness communities. We’ll feature our products in content captured during genuine workouts rather than simply product shots,” Reebok Senior Digital Manager Mark Allin said. “This way, people are clear as to what our position is in fitness and can then explore options to purchase. This approach provides a clearer and more consistent message to the user – one considered journey.”
The shoppable strategy not only enhances the customer experience but also allows Reebok to calculate return on investment for its branded content campaigns more effectively. It also helps improve analytics so that it can map out a consumer’s ideal journey from discovery to purchase. Reebok is currently preparing for a new promotion featuring its latest footwear range, which it plans to optimise with Curalate’s technology. Social users will be able to watch footage of athletes in near-real time and shop for the trainers that they see.
“Reebok is creating a thoughtful shopping experience centred on discovery,” said Apu Gupta, CEO and co-founder of Curalate. “Consumers are increasingly finding products through the images and videos that brands post to their social media channels. Curalate makes it easier for those consumers to explore and ultimately buy the products they stumble upon as they scroll.”