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Brief Published: 16 Dec 2014

Bloomingdale’s Xmas: Insta-Retail

Bloomingdale's, #Zoomingdales campaign

Aiming to turn social media engagement into Christmas sales, US department store Bloomingdale’s has created a shoppable gift guide on its Instagram account. Dubbed #Zoomingdales, it lets consumers shop in a more contextualised way, the moment inspiration hits.

During the two remaining weeks before Christmas, the retailer is posting four images on its Instagram account displaying sets of products photographed from above as miniatures, categorised by festive themes such as ‘Naughty or Nice’ and ‘Dressy Holi-date’. When users click on the links embedded in each image, they are redirected to Bloomingdale’s sub accounts, which show a zoomed-in view of the pictures. Links embedded in the bio section of each sub account further redirect consumers to Bloomingdale’s e-commerce store, where they can purchase all the items.

Although hardly seamless in terms of the amount of steps users have to take to actually complete a transaction, the #Zoomingdales campaign provides a highly visual and more contextualised alternative to browsing gifts online the traditional way.

For more examples of retailers using Instagram, including smart uses of gridded content, see our Instagram for Retail Brands report. For more examples of easing consumers into gift purchasing through soft-sell shoppable gift guides, see our Digital Christmas, 2014 report.

See also Marc Jacobs Monetises InstagramShoppable Content: Publishing and Shoppable Content: Entertainment, part of our Anywhere Retailing Industry Trend.

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