Revolve Clothing turns bloggers’ Snapchat posts from the Coachella festival into instant sales
April 15, 2016 03:49 PM
Online apparel retailer Revolve Clothing hopes Snapchat will be music to its bottom line during the Coachella Valley Music and Arts Festival over the weekend.
Revolve, No. 136 in the Internet Retailer 2016 Top 500 Guide, is pairing with delivery service Postmates to quickly deliver items it features on its Snapchat story and Instagram feed during Coachella to shoppers in six markets. Those markets eligible for delivery in an hour or less include Dallas; Los Angeles; Orange County, California; Palm Springs, Calif. (where the Coachella Festival is being held); New York City; and San Francisco. Shoppers will pay a $3.99 flat delivery fee, and the service is available between 10 a.m. to 6 p.m. local time.
Revolve has lined up several fashion influencers to wear items and feature them on their Snapchat and Instagram feeds throughout Coachella. They include bloggers Julie Sariñana (whose Sincerely Jules Instagram feed has 3.5 million followers), Negin Mirsalehi (3 million Instagram followers) and Kristina Bazan (more than 2 million Instagram followers). Revolve’s Snapchat story feed will feature the name of the influencer in the caption of each snap.
When a shopper sees an item she craves on a Snapchat story, she must go to the Festival Shop section of Revolve’s website to buy it. That’s because Snapchat doesn’t allow brands to sell directly through the social media platform.
Shoppers can also visit Postmates’ website to see and shop each blogger’s collection of products.
“It’s really about real people, social influencers doing real-life things that our customers would do and being able to shop immediately,” Revolve co-founder Michael Mente says. “With Amazon upping the stakes for service levels, we see the customer being trained as well, and this is our way of upping the service level.”
Co-founder Mike Karanikolas says Revolve can’t directly track which sales come from Instagram and Snapchat, but the retailer will gauge the success of the campaign by tracking the sales spikes for the individual products it features on those social media platforms through Sunday, when the festival ends.
“We find that when we feature a product, sales spike for the product,” Karanikolas says. “Snapchat has changed over the past few years. It’s ephemeral, but stories last for 24 hours. For our customer, that’s a very shoppable format. Our customers come to our website every day. They see what’s new. Snapchat very much fits into that nature of how our customer shops.”