NFI - Konferens 12 nov 2013 - Digital Strategi
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NFI konferens 12 nov 2013 digital strategi, Stockholm Av: Ola Mattisson
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NFI - Konferens 12 nov 2013 - Digital Strategi
Editor's Notes
- Free People, a contemporary women’s fashion label owned by Urban Outfitters, has begun integrating consumers’ Instagram photos onto its product pages.The company has assigned individual product hashtags to a selection of denim items. Customers are encouraged to upload pictures of themselves in one of those items to Twitter or Instagram with the product hashtag — for the Sorbet Tie Dye Jean above, the hashtag is #fpsorbettiedye — as well as the general #myfpdenim hashtag. Pending moderator approval, customers’ photos will appear on individual product pages as well as Free People’s denim showcase.To remind customers to upload photos of themselves, Free People will ship cards with the hashtag information attached to qualifying products.The experience is powered by Olapic which, until now, has worked primarily with online publications (including this one) and sports teams to crowdsource photos. The startup makes it easy for site publishers to collect and display user’s photos through widgets they can embed on their sites. Visitors can upload photos directly to the page, or use a designated hashtag on Twitter or Instagram to be included in the index. The New York-based startup is hoping to integrate their service into more e-commerce sites going forward.The goal, says José de Cabo, cofounder of Olapic, is to give shoppers a sense of how the denim fits on a range of bodies. “Lots of e-commerce customers end up not buying a product because they’re not sure how the product is going to fit after they make the purchase,” he says. “It also shows they have a super hip, engaged customer base,” he added.http://fpdenim.freepeople.com/#opi2045410167