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e-commerce mobile social media

Shoppable Snapchat? Popsugar launches workaround e-commerce tool

Emoticode
Popsugar’s Emoticode links on Snapchat make it shoppable

Popsugar has found a way to make Snapchat shoppable, introducing a companion app that enables users to screenshot what they want to buy.

Emoticode, as it’s called, allows brands and bloggers to convert URLs into shortened links that feature emojis in the first two characters. They can then include those in their Snapchat stories, or indeed their Instagram posts. Once someone screenshots them and opens the resulting image back in the Emoticode app it decodes them into clickable links once more.

Like some of the existing third-party social shopping apps for Instagram already out there, it’s somewhat of a clunky process, but it’s a workable one at this stage.

Popsugar, does of course also own e-commerce site ShopStyle, which acts as the foundation for bloggers to use these emoticodes to monetise their social posts. The business model is therefore an affiliate one – Popsugar will take 15% of each sale that occurs. Launch brands also include Uniqlo, Nordstrom and Sephora.

“It was clear that people wanted to take action from our snaps and it wasn’t as easy as it could be. The lightbulb went off,” PopSugar’s CEO, Brian Sugar, told Digiday. “It works for shopping. It will work for recipes, workouts, articles, really anything you want to engage more with beyond a snap or an Instagram post.

Businesses using the emoticodes will also be able to measure ROI – monitoring clicks, orders, revenue and conversion rate. The codes can also be used on the ShopStyle and ShopStyle Collective apps and so far in the US, UK, Australia, Germany and France.

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e-commerce technology Uncategorized

ThingLink’s interactive Twitter images could be a natural fit for fashion brands

Interactive images on Twitter? That sounds like something that would translate well to the fashion industry…

In which case, it’s worth knowing about ThingLink. A tool that let’s you “tag any image, with any content”, it was referred to by Mashable this week as having huge potential for brands and marketers following news of its link up with Twitter.

“Icons pop up when users hover over the image then, with a click, open up YouTube channels, audio clips, Facebook or Pinterest profiles, home pages, contact forms or anything else you would normally be able to link to the old-fashioned way,” reads their story. Click here to see an example of it in action.

They use an NBA team to illustrate an instance where images enhanced with links would work particularly well. But let’s translate it to fashion. Imagine a catwalk shot from (for argument’s sake, the easy option) Burberry. Now imagine if you could have a box that linked to play the full show on YouTube, or how about a click-through to the make-up looks up close.

Then we could also add in the Facebook page of the brand, not to mention one to Pinterest or to their all-new Instagram profile where all the backstage shots are housed. We might even consider adding the social profile of the model, thanks to a couple of nice integrated quotes from her. Now how about a link on one side that plays the soundtrack of the event via SoundCloud, or better yet sends fans to iTunes to buy it.

We could also think about an info box that lists detail about the product. And of course, a direct line into Burberry.com to enable everyone to pre-order it too.

The great thing is, ThingLink is ridiculously easy to use – so I did roughly the above with a Burberry SS13 show pic, and here immediately is the result (non-interactive version embedded below too).

As Mashable nicely sums up: “That single photo, in essence, just became a platform of its own.”

Check out more about what ThingLink is up to in the real-world with NFC, via this story from The Next Web, too.