UK-based online fashion retailer boohoo has launched a new initiative for social commerce, known as the boohoo Collective.
This new programme, launched in partnership with LoudCrowd, integrates thousands of creators into the shopping experience on boohoo.com.
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The initiative offers creators personal pages to curate and share their favourite boohoo products alongside their own shoppable social media content.
Creators who join the boohoo Collective gain immediate access to a storefront on boohoo.com, where they can showcase their preferred boohoo looks and user-generated content.
They can then promote their page and a unique discount code to earn commissions, with additional opportunities for rewards, early access to campaign launches and exclusive influencer events.
boohoo senior influencer and public relations manager Stephanie Riddell said: “We’re excited to partner with LoudCrowd to bring an exciting new shopping experience to our customers, as well as elevating our influencer strategy across our key markets. We truly believe in the opportunity of this model, and believe that this social-led, personalised approach is the future of fashion e-commerce.”
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By GlobalDataThe programme is designed to develop top-tier creators through educational resources, events and analytics, providing them with a dashboard to monitor metrics such as commissions, traffic and conversion rates.
boohoo expects this initiative will improve the value of social traffic to its website by linking social content with the brand’s products, personalising the customer journey.
LoudCrowd, which enables creators to sell directly on a brand’s e-commerce site, views the initiative as a potential benchmark for influencer programmes in the fashion industry.
LoudCrowd CEO Gary Garofalo said: “boohoo represents the standard in creator marketing, and this elevates their creators in a way that you would expect from the brand. We anticipate the initiative will define the playbook in social commerce for fashion brands.”
In April 20204, the Boohoo Group expanded its use of search and merchandising tools provided by the cloud-based e-commerce experience platform Bloomreach.
