Content area
Full Text
Marketing channels are like rooms in a house: Each one has its own function and purpose; yet they all flow together to provide a unified structure. Too often, social media is treated like the game room: a fun place to engage, but not essential. However, teen home furnishings brand Pottery Barn Teen (PBteen) proved that the channel can be a cornerstone of generating revenue.
Picturing a new approach
Marketers for the teen home furnishings brand saw an opportunity to use its highly visual social presence to drive engagement and sales from its social channels. So, last December PBteen implemented Curalate's visual commerce platform to support those efforts. Allyson Buscemi, social media manager for PBteen, says that the platform's shoppable Instagram solution Like2Buy was one of the tools that initially attracted her team. Today the home furnishings company uses the tool to create a shoppable gallery page of its user-generated Instagram posts. Buscemi and her team can link each product featured in the photos to a specific URL, and then consumers can click on the pictured items to shop their product pages on PBteen's website. PBteen includes the link to its shoppable gallery in...