La Redoute to trigger purchases via Instagram likes

By

Anaïs Lerévérend

Translated by
Nicola Mira

Published
Dec 2, 2016

Transforming likes into sales is one of the main challenges for brands using social media as part of their marketing strategy. French mail order company La Redoute has found its own, internally created solution by launching on December 1 the 'Like & Buy' website.

While Instagram is testing a redirecting tool towards e-commerce sites with a small, US-based user group, La Redoute has actually taken the initiative. The group's Instagram followers will be able to proceed to purchasing via the like-buy.fr website.

By subscribing to the website and linking their Instagram account to it, their likes on La Redoute’s web pages will generate an e-mail inviting them to place the products in question in their basket. 

The system works by proxy, but through it La Redoute hopes to be able to convert into sales at least part of its Instagram followers' likes.

Fashion retailer Pimkie has recently launched a system similar to La Redoute's, via a provider called Effipics, which offers the same website redirection service to other French companies such as fashion label Zadig & Voltaire and retail chain Monoprix.