Successful Case Study of Global Omni-Channel Strategy: New Customer Experience Created by Fusion of SNS and EC

Introduction

I am Koi, a consultant.
In recent years, a global omni-channel strategy that integrates multiple channels and provides a seamless experience for customers, rather than relying on a single sales channel, has become essential for companies to succeed. In particular, the combination of social networking services (SNS) and e-commerce (EC) has a high affinity, contributing to the expansion of new markets and customers. This article introduces some of the best practices.

Integration of product dissemination and shopping through Instagram

The e-commerce platform Shopify allows you to link your products for sale with the Instagram shopping feature.
You may have seen many posts on Instagram where product information is displayed on top of a photo posted on Instagram.
The ability to purchase a product with just a few taps, along with the feeling of "I'm interested in this" while looking at the photo, is a shopping experience that would have been unthinkable in the past. This is a sales method that can make products known to a segment of the population that was not previously a customer, and can expand sales channels.

With many consumers using Instagram on a daily basis, companies are enhancing communication with their customers by incorporating Instagram as part of e-commerce.

Through Instagram Stories and posts, men's grooming brand Beardbrand offers dynamic images of new product previews and usage scenarios, as well as direct links to product pages. This allows customers to easily purchase products from engaging content on Social media, deepening their connection to the brand.
In-house e-commerce: https://www.beardbrand.com/
Instagram:  https:www.instagram.com/beardbrand/

Developing regional campaigns through Facebook

Products managed by Shopify can be displayed and sold on Facebook pages. (In Japan, product sales and payments are not yet available on Facebook, so you will be redirected to an external site.)
The strength of selling on Facebook is the ability to use "Meta Ads" to target specific demographics such as area, age, interests, etc. By adding Facebook to your sales channels, you have the opportunity to acquire new customers and increase your store sales.

Kylie Jenner's cosmetics brand, Kylie Cosmetics, has also combined Shopify and Facebook to enhance online sales, using Facebook ads to promote new products and selling products directly to customers through Shopify. The company uses Facebook ads to promote new products and then sells products directly to customers through Shopify, creating a seamless promotion.
In-house e-commerce: https://kyliecosmetics.com/
Facebook:  https://www.facebook.com/KylieCosmetics/

Summary of SNS utilization

General success factors include the following

1. Retargeting Strategy:.
   By deploying retargeting and extended audience ads on Social mediafor your own e-commercestore visitors, you can more efficiently reach potential customers.
2. Product Showcasing:.
   It is important to effectively showcase your products on social media platforms such as Instagram Shopping and Facebook Shop.
3. Prompt Customer Support:.
   Social mediaCustomer satisfaction is improved by accepting messages directly through the DM of the company and providing fast and effective customer support for questions and clarifications.

We have picked out Instagram and Facebook case studies, but other examples of successful sales on YouTube, Google, Pinterest, and TikTok are also emerging.
Social mediaStores can create branding that cannot be offered on your own e-commercesite, and can increase the willingness to buy and the rate of purchase.
It is an essential channel for brands that will be selling abroad to find shoppers where they are and attract new customers.