Screwfix among first UK retailers to enable Instagram Shopping

Screwfix is among a handful of early adopters in the UK retail market who have enabled the Instagram Shopping function on their Instagram accounts.

Retail software provider, Cybertill, has published research that shows just 8% of UK retailers have taken advantage of Instagram’s new Shopping feature since its launch last week.

Before the introduction of Instagram Shopping, retailers could tag their products and services in posts on the social media site but, in order to make a purchase, users were directed to the company’s biography to find a link to the company’s website, where they could make the purchase. 

The new functionality allows users to tap a tagged product in a post and tap a ‘Shop Now’ button, which takes them directly to the product page on the retailer’s website.

Cybertill’s research states that clothing retailers M&S and Topshop were two of the first retailers to adopt the feature, followed swiftly by New Look, Miss Selfridge and River Island. DIY retailer Screwfix was also an early adopter, as was Habitat.

None of the top five UK retailers identified in the study – Argos, ASDA, ASOS, Next and Tesco – have enabled the function on their Instagram accounts.

Other DIY and Home retailers within the top twenty list who are yet to adopt the technology, include: Amazon, B&Q, IKEA and Wilko, whose accounts just provide a product description; Dunelm and John Lewis whose accounts guide users to their bio and a link to their websites; The Range, which provides a product code, and Home Bargains, which encourages shoppers to visit a store.  Wickes does not have an Instagram account.

Ian Tomlinson, CEO of Cybertill says: “Retailers shouldn’t be precious about selling channels. Smart retailers move quickly to offer consumers what they want, when they want it. Experiential retailing is essential to winning over hearts and minds of consumers. Instagram is about as experiential as e-commerce can get. Instagram has always been a very good platform for selling, without the tools to do so effectively. That’s all changed now and retailers need to get with the program, or else be left behind.”

Source : Insight DIY Team

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