PBteen makes blog shoppable

Pottery Barn Teen uses social media to reach its target audience of kids and young adults, and now has added visual search features that turns photos on its blog into shoppable images.

PBteen used Curalate's Reveal platform to take its blog, The Stylehouse, from stagnate to immersive. Readers can hover over an image to find available items in the picture, then click to be taken directly to the website and product page.

Links were previously located below the image and the ability to display product information was limited. Now PBteen can tag multiple items, and shoppers can access the items with a single click, Retail TouchPoints reported. 

The first shoppable blog debuted in September and click rates for those posts are 110 percent higher than those without, according to Retail TouchPoints.

"Having the ability to link traffic and revenue on Instagram allows us to maximize ROI," said Allyson Buscemi, PBteen's social media manager. "The PBteen social channels and blog are huge for our brand awareness. Our demographic is divided into teens and their parents and we have to market to both audiences. The majority of our teen fans are on these social channels and it is important for us to stay as relevant as we can."

Visual commerce is proving increasingly important to retailers on social media. The advent of shoppable posts on Instagram and buyable Pins on Pinterest is causing retailers to quickly adopt technology that allows them to better monetize these platforms.

"There's a massive movement underway to allow consumers to discover and purchase products across any digital channel," said Apu Gupta, CEO of Curalate. "The blogs of brands and their influencers are full of beautiful product imagery, but to date it has been frustratingly difficult to identify the products within those pictures. Curalate Reveal fixes this and creates the easiest path from picture to purchase."

PBteen is also growing its social media presence, and recently announced a product collaboration with YouTube star Meg DeAngelis. In addition, Pottery Barn Kids announced new collection from designer Monique Lhuillier.

For more:
-See this Curalate press release
-See this Williams-Sonoma announcement
-See this Retail TouchPoints article
-See this PBteen press release

Related stories:
Pinterest opens Pinterest Shop
Target adds Instagram content, makes mobile changes
Mobile visual search unlocks m-commerce
Neiman Marcus CMO Wanda Gierhart talks visual search
Macy's betting on QR code revival and image recognition