By Hilary Milnes.
At David’s Bridal, senior director of global marketing Callie Canfield faced a pressing problem when trying to drive people from the brand’s social channels to its online store. When the brand would post an image of new bridesmaid dresses to its Facebook or Instagram, for instance, customers who clicked on it would be dumped into the full online catalog for the bridesmaid dress category. Finding the styles they saw in the Facebook photo would require sifting through hundreds of dresses.
“We want the customer to click through from Facebook or another social channel to our site, and get to a landing page that shows exactly what they clicked on,” said Canfield. “But it’s almost impossible to customize your site that way — it would take a major backend overhaul, and we’re a big, pretty slow-moving company.”
To solve this, David’s Bridal has been working with visual commerce platform Curalate in the beta stage of its new Showroom feature, a tool that uses artificial intelligence to create pop-up landing pages for brands to link to on social media. The landing pages pull the exact items promoted on social media, as well as a collection of related items that are populated by Curalate’s algorithms.
Read more at Glossy.