Every platform is different and has access to different channels that you can utilise to create the shopping loop. Here are some examples of channels that you can involve.
- Landing Page
- Print Issue
- Editorial Articles
- Campaign Articles
- SEO Articles
- Social Media
The store is not only the place where you can embed many products at the same time. It’s usually also the most obvious destination for shopping. Make sure that you update it regularly and think about leading the already shopping-focused traffic to interesting shopping and campaign offers. It is not only important to have a store from a communication perspective but also to showcase that you have embedded commerce on your site. Also, the store is a static URL and destination that you can drive traffic to over time. If you feature buyable products in print, the store is a perfect destination to drive traffic from offline to online.
Is your landing page your main source of traffic? Make sure it includes a link to your store, a visible cart, and links to your campaigns. The more obvious you communicate about your shopping offering, the easier it is to catch the attention of the shopping-interested audience.
Do you have a print issue and get some exposure there? Congratulations! This is a fabulous way of promoting your shopping offering to your most loyal audience. A print integration adds enormous credibility to your project and allows you to promote, for example, your store launch, exclusive offers and anything else e-commerce related. Another upside is that you can also convert your offline readers into online shoppers and explore a whole new target audience.
You can not only add products to editorial articles but also use them as a traffic amplifier. For example, if you are writing many fashion articles, include links to your fashion campaigns or the fashion category in your store to keep the audience in the shopping loop.
Even if your campaign articles are already very shopping-focused, don’t forget to mention your store and all the other additional shopping opportunities. Then, whenever the audience is already in the campaign article and clearly interested in shopping, they might be up for buying more than one product.
If you have a shopping newsletter that features the latest shopping offers or a general newsletter to update your audience: a newsletter is the perfect platform to tell people about your e-commerce project and educate the readers about the latest offers.
Successful SEO articles can be an important multiplier for your e-commerce project. For example, if you manage to redirect the audience to your shopping offers, they can be a useful tool when creating the shopping loop.
Everyone is on social media. No matter if you are using Instagram, Facebook, TikTok, Pinterest, or any other - future - social network: Make sure to communicate about your e-commerce offering and catch the audience at the moment of inspiration.
Linking internally to shopping destinations within your platform will help you add a native experience to your offering. Usually, banners link externally and will make you lose the audience to other platforms. Use your digital real estate wisely and keep your audience in your own shopping ecosystem.
If you collaborate with brands or influencers, this can give your project a real push and increases your credibility. Dare to talk to the people you collaborate with and ask them to feature your content collaboration on their platforms. This is a win-win situation for everyone involved and will strengthen your credibility as a shopping destination.