Nobody does luxury quite like Farfetch. The looks are bold. The fashion-forward styles are expertly curated. The hot-off-the-runway looks capture the imagination.
But the Farfetch team also knows that while it can build a big social audience through daring images and eye-catching videos, the luxury business also has higher price points and longer sales cycles. That’s why they primarily focus their social efforts on increasing brand awareness and driving quality traffic to their e-commerce site. Mastering those tactics increases their audience.
And to drive conversions from that audience, Farfetch uses Curalate.
Curalate turns any social post into a digital storefront by using images and videos to introduce people to recommended and related products. For example, when Farfetch shares an image of a stylish woman walking down a city street, it links to a Showroom experience revealing all the products she’s wearing — that gorgeous yellow belted shirt dress from Joseph, the to-die-for Salvatore Ferragamo bag and those lovely Giuseppe Zanotti Design sandals. But it also showcases a wealth of recommended and related products like a Marc Jacobs mini dress or a Coach tote bag. By introducing consumers to more products, they’re more likely to browse longer.
“Showroom is a much richer experience for a potential customer and a more inspirational way of presenting products,” said Arabella Brooks, Brand Executive at Farfetch. “It kicks off a more interesting consumer journey and interactive experience compared to linking directly to our site or a product listing page.”
Farfetch quickly saw improved traffic quality, less hard bounces and increased time-on-site. Now they’re regularly sharing Curalate experiences on Facebook, Instagram Stories and Instagram Shop Now Ads.
What’s more, Farftech has taken its influencer marketing strategy to the next level. The brand supplies each influencer with a Curalate link and many place them in their Instagram Stories. Sometimes, those Stories feature an influencer walking their audience through a Farfetch boutique. Other times, they depict an influencer showing off a stylish Faretch outfit they recently purchased. In any case, using a Curalate link provides their followers with an intuitive, discovery-driven experience. It’s certainly a whole lot better than leading them to one specific product detail page.
The Farfetch team is also noticing that influencers are excited to share Showroom links in their Instagram Stories. Since Instagram Stories disappear after 24 hours, it requires much less commitment from the influencer than featuring a link in their Instagram bio.
Also, Showroom’s robust metrics help the Farfetch team figure out which influencer marketing campaigns are performing best — information that’s invaluable to planning future campaigns.