Actionable tips, community conversations, and marketing inspiration.

Getting Started With Omnichannel Retail: Shoppable Content 

Lindsay Duggan Martinez

Principal Partner Marketing Manager @ AdRoll

Want to make your omnichannel retail experience more interactive, powerful, and memorable? Of course, you do! It’s time to introduce shoppable content to your marketing mix, so customers can go straight from your content to the checkout button, all without having to leave the app or page they’re on. 

Check out our guide to omnichannel retail (if you haven’t already), and then read on for our list of shoppable content ideas — check off the ones that make the most sense for your brand:

No matter what type of shoppable content you experiment with, make sure to keep these best practices in mind:

  • Make it engaging and easily discoverable. Unlike retargeting ads, those targeted by shoppable content are most likely to be at the top of the funnel. This means designing shoppable content that’s easily discoverable — think of it as a blend of information and inspiration.

  • Use social proof wherever possible. It’ll provide that extra push to turn browsers into shoppers. 

  • Integrate your store’s product feed into different social media platforms. This will allow you to remove that extra layer of friction and make the omnichannel shopping experience more seamless. 

  • Use emotion to encourage shoppers to purchase. Instead of only touting product benefits, use your copy to paint an image of why shoppers should buy — how will they feel? How will their problems be solved? How will their lives improve? 

  • Experiment with different types of content. Every industry and niche has shoppers with unique purchasing habits and behaviors — don’t be afraid to try out several messaging directions, platforms, and content formats to see what works best in boosting conversions.

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