News dalla rete ITA

24 Novembre 2020

Australia

INSTAGRAM AUSTRALIA LAUNCHES ITS FIRST ONLINE-ONLY SHOPPING NIGHT

Instagram's Australian team is hosting the world's first in-app shopping event called InstaNight Shopping to help boost awareness among its millions of Australian users of its new Shop Tab.The Shop Tab is a new feature on the platform housed on its discovery page that aggregates personalised recommendations, new products, editor's picks curated by @shop, and shoppable IGTV videos.Its event will be on the evening of December 3, and will feature exclusive offers from companies including David Jones, Adore Beauty, Culture Kings, Maison De Sabre, Hi Smile and Bangn Body.Instagram's addition of the Shop Tab further was a noteworthy stride into the world of social commerce, having earlier added price tags, product discovery, and the option for brands and businesses to create virtual shop fronts on their own Instagram accounts with the "View Shop" button.Meanwhile, ByteDance-owned social media platform TikTok's formed a partnership with Canadian e-commerce heavyweight Shopify in October, suggesting that the dawn of a new era fusing entertainment, social media, brand discovery, and buying products has well and truly arrived.Facebook Australia director of sales Naomi Shepherd said InstaNight Shopping was a natural progression from the already-strong link between Australian Instagram users and brands on the platform. She said that 90 per cent of local users follow a brand or business on the platform.Georgia Hack, David Jones' general manager of marketing, said the retailer views Instagram as a place where it can attract a more luxury and trend-focused audience.Even as businesses invest more in improving digital experiences, and shoppers use online and social to help plan their purchases, Ms Hack said that she saw David Jones' evolution as being about inspiring customers. "Our role is still to inspire you to buy the best gifts of the season, make sure you can find that perfect dress for Christmas day, and set the table and fill it with great food. From a digital content perspective, our role is to edit, curate, and showcase to the customer all that fantastic inspiration," she said.Ms Shepherd said this year, more than ever, many of the chief executives and chief marketing officers that she speaks to have told her they are looking to invest further into their companies' digital transformations. (ICE SYDNEY)


Fonte notizia: AFR 17.11.2020