What is shoppable content?

With the widespread adoption of high-tech solutions in every aspect of the retail shopping and buying experience, it makes sense that consumers want a faster, simpler buying experience. Shoppable content offers an innovative way to make this happen. It’s a way for brands to boost a shopper’s viewing experience and encourage purchasing decisions without a lot of content or clicks getting in the way.

It's interactive, engaging, efficient, and it works. It turns passive content consumers into buyers and bridges the gap between interest and a finished transaction. What is shoppable content, and how can you make it work for your product catalog?

Shoppable content is all about creating seamless shopping experiences

This unique type of digital media, which includes images, text, and video, integrates clickable links directly into the content itself.

Imagine a photo of a woman hiking near a river. The viewer can click on the backpack or hiking boots directly to go straight to the same products for sale. They can see the features, availability, price, product reviews, and more without going elsewhere online.

Consider holding a workshop for home design and décor using furniture and accessory products you sell in your shop. When you demonstrate how a particular throw rug complements the dimensions and color of a sofa, those who love the look can order them both directly for their own home.

Social media post options with direct buying links

Platforms like Instagram, Facebook, and similar social networks offer retailers a chance to share multiple types of content from static images to short videos and more. They are an integral part of any current marketing strategy. Shoppable posts include not only eye-catching images and information about the products, but they also offer interactive elements that make them more fun and engaging. 

Interested people can tap on the tags to view product details or even access information or ‘Buy Now’ options from the images themselves. Most social media pages allow for purchases directly from the platform. The browsers have to click away to your ecommerce site at all.

Buy items from YouTube and other shoppable video content

YouTube full-length videos and shorts can feature clickable links or on-screen cards that allow viewers to see product pages or move directly to the ecommerce stores for your brand. Some platforms even integrate augmented reality (AR) options these days. Snapchat, for example, offers interactive lenses that make buying products a breeze.

Live online events integrate with shoppable links

Does your business offer any type of live community events like webinars, online workshops, podcast streams, or classes? This type of educational and entertainment content can elevate your brand for interested consumers and increase its reputation over time. In the short term, it can also give a real boost to sales when you include shoppable content. 

Facebook and Instagram Live are just two options already set up on popular social media platforms. You can also host your own using a variety of technology. Watchers can buy products you mention or demonstrate in real-time without missing a moment of your presentation.

On-site text content with product images for easy purchases

Even with the proliferation and popularity of social media and especially video content, websites and blogs are not obsolete. These let brands like yours share more in-depth information, educational or workshop content, lifestyle stories, behind-the-scenes peeks, and so much more. Combining any of this with shoppable products powers up written content and associated images to fuel even more interest and sales.

Interactive email and text message campaigns with shoppable items

The same type of written or visual content posted on a website or social media page can go in your marketing messages directly to consumers. Even better, these emails and SMS messages are tailored to the specific segment or individual, which increases the chances of them clicking and buying a product directly.

How shoppable content helps retailers drive purchasing decisions

When your company uses multiple types of content such as those listed above, you reap a variety of benefits at every stage of marketing and customer relationship management.

Enhance the customer experience for a better reputation

Shoppers like to spend their money with brands who give them what they want. This means more than the ideal product discovery methods. Sure, if you offer the exact item they want or need, they are likely to buy from you. However, they may turn away or fail to come back if the process takes too long or involves too many steps. Frustration and confusion top the list of reasons why shoppers do not complete a purchase, especially when it comes to cart abandonment. Buying immediately from the content they consume is so much simpler.

Shoppable content streamlines the entire shopping and buying process. Customers therefore feel more comfortable and catered to throughout. The end result? More trust, loyalty, and willingness to share the good news about your brand with others.

Increase conversion rates while decreasing time and cost to purchase

As long as you create high-quality, engaging shoppable content, you can reduce reliance on more complicated and costly marketing campaigns. That doesn’t mean you should overhaul the complete strategy to boost your brand and push products. Instead, by focusing on the most efficient and streamlined options, each purchase takes less time, resources, and money to accomplish.

Shoppable content gives you more data-driven insights

Not only do you get information about what type of content your targeted consumer base prefers to consume, but you also get specific data about the resultant sales. These valuable insights into shopper behavior and preferences allow you to refine content strategies and optimize product offerings to meet your customer interests and expectations. Personalization becomes a breeze.

Conclusion

Clientbook helps retailers create shoppable content through direct linking to products and purchasing methods. Using smart analyzed data from customer actions and feedback combined with detailed product information, retailers can streamline the entire process. Send shoppable link messages to subscribers’ phones, share wish lists that don’t require five clicks to get items in the cart, and integrate the content consumers want with their—and your—ultimate goal: easy purchases and a seamless user experience.