In May of 2018 Instagram launched a new feature that let a limited number of US and UK brands to allow customers to purchase goods without having to leave the app.
The aim of the feature is to streamline the check out experience, by making it convenient and secure (Instagram, 2019). Customers will be able to perminatly save their credit card details on the app or use Paypal, to make almost instantaneous purchases. This feature is not limited to the purchase of products either, in fact it extends into the service industry too. How this works is it allows customers to select a service (haircut) & appointment time, then check out without ever leaving the app (LSN|Global, 2019). (For more information on how to get involved and those currently in the beta please click here)
As marketers, a key part of being successful with any ad or campaign is about producing content that results directly in increased sales. Now we see how rapidly this gap between desire and consumptions is shrinking. These new features and adaptations are making social media stoppable.
So whilst we can all agree that as marketers these new features are positive, how do we feel as consumers? Do you worry at all that this new level of convenience may be blurring the line between product discovery and purchase moment? Do we truly no longer go shopping but rather shop all the time? – Willy Kruh, global chair of Consumer Markets at KPMG.
Watch this space for more discussion on how this concept of ‘Subconscious Commerce’ is changing the landscape of digital marketing.