Sephora introduces shoppable Snapchats

Sephora now allows its Snapchat followers to make a purchase of products featured in live stories. This new way to monetize social media allows Sephora shoppers to take a screenshot and then immediately download the ShopStyle application to buy the product.

Launched last week, a Snapchat story invited followers to shop popular cosmetics, reported Mobile Commerce Daily.

"Snapchat's widespread reach and success as a marketing medium makes it a natural avenue for retailers to pursue in furthering their merchandising efforts," Laura Sossong, senior consultant at Boston Retail Partners, told Mobile Commerce Daily. Many retailers are looking to the social media platform to eventually extend mobile commerce revenue.

Currently, Snapchat does not allow users to include a clickable link for instant shopping in an uploaded photo – a similar dynamic as on Instagram. However, brands have adopted platforms such as LiketoKnowIt, which enables consumers to download the app, favorite a post, and receive an email containing a purchase link. ShopStyle works similarly in that it contains the Emoticode e-commerce app.

After announcing shoppable Snaps, Sephora told fans to download the ShopStyle iOS app and upload the screenshot of the desired product into the app. Once the screenshot is uploaded, the platform will pull up the product page for the item, and users can select a color and size before checking out via mobile.

Sephora has recently been experimenting with a number of omnichannel marketing solutions. The beauty giant also announced that users of its app can now schedule appointments at nearby locations.

Sephora joins other retailers such as Nordstrom (NYSE:JWN) that are looking to boost millennial sales numbers through Snapchat. In April, the department store chain hosted a competition on Snapchat for five universities with a prize of a campus shoe party and vouchers for shoes to wear to job interviews. And over the holidays, Target (NYSE:TGT) announced it would increase its spending on Facebook, Instagram and Snapchat to better engage with guests.

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