As social buying evolves, new functionality enables brands to sell directly on social channels without sacrificing other channel investments
Salsify, a product experience management (PXM) platform that helps brands win on the digital shelf, announced the availability of Salsify for Social Commerce. Salsify for Social Commerce enables brands to use Salsify to manage the entire social selling journey for consumers, from product discovery to research to buy across multiple channels. This full range of capabilities, which launched with support for Instagram in October, is now available for Facebook and Google Shopping Actions. Salsify also allows brands to manage their product content on all social channels, including Pinterest and Houzz.
Manufacturers now have more opportunities to explore building direct relationships with consumers where they spend their time. With Salsify, brand manufacturers can now manage and optimize their product experiences across traditional retail channels while experimenting with expanding opportunities to drive revenue directly through the online channels that offer checkout capabilities, such as Instagram, Facebook, and Google Shopping Actions.
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“Given the importance of social media in the lives of new parents, we cannot ignore the significance and impact of the ability to build a relationship and sell in the same platform,” said Holly Ramer, vice president of commerce at Goodbaby. “However, these are new channels that require a test and learn strategy. Salsify allows us to ‘turn on’ social selling in parallel with our more established channels so we can maintain our volume-driving plays and develop future revenue streams through these new commerce platforms.”
Salsify for Social Commerce enables brands to efficiently experiment with direct selling on social channels by activating product content across each social media channel and uniting marketing, social, ecommerce, and back-office teams in a single platform. Salsify’s product information management (PIM) technology provides the speed and agility required to support rapidly evolving social commerce requirements without sacrificing governance or enterprise-class security. The platform’s order and inventory management functionality enables brands to track social channel inventory and orders alongside product content to drive future investment across the digital shelf.
“We’re so excited to be able to continue engaging with consumers on social platforms, bringing the ease of Checkout on Instagram to life as our first marketplace channel,” said Michael McNulty, ecommerce marketing manager at Cuisinart. “While starting on Instagram as a platform to build digital communities and brand awareness, we saw customer loyalty and healthy engagement. As the social platform continues to expand, we hope that this opportunity to test social selling can be rolled out across our other social channels.”
Julie Marobella, executive vice president of product at Salsify, said, “Social commerce is a rapidly evolving technology ecosystem, where new features and capabilities are being introduced all the time that change the rules of the game. Brands not experimenting now risk getting left behind as social commerce grows. Having a technology to manage all of the levers that need to be addressed is critical. In developing these new capabilities, brand manufacturers can be confident that they have the technology in place to create an emotionally compelling brand experience on social channels and to acquire customers on the channels where they are increasingly spending their time.”
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