So, we think the best model for e-commerce in social media is the popup shop – temporary single-page stores in social media that are designed to create buzz around new products or events, and that are quick and easy to set up. In the real world, Adidas is something of the king of pop-up retail. And in social media, Burberry is emerging as the best practise player in the pop-up space.
But how should you optimise your popup shop in social media? There are no best-practise rules (yet), but here’s a natty little R.E.A.D.Y acronym (and white paper) from our Boca neighbours ion interactive that might help (they’re written with a view to optimising landing pages, rather than popup shops, but applicable nonetheless). And in a share-gate, and you’ll be head and shoulders above the rest…
Your popup shop should be
- Relevant – Give them what they want
- Engaging – Win Their Hearts and Minds
- Authoritative – Earn their confidence
- Directional – Move them forward
- Yield Optimal – Delivers results