Reebok is making its social lifestyle content shoppable for the first time, as it looks to improve the customer journey for shoppers.

The sport and fitness retailer has appointed marketing technology company Curalate to make its social media channels fully shoppable, creating a “seamless” experience for consumers from the moment of discovery to the point of purchase.

Beginning with Instagram, consumers who see images and videos featuring athletes using Reebok products on the brand’s social channels will now be able to learn more about different ranges and easily buy the products in those posts.

This is part of a broader strategy on Reebok’s part to accommodate the growing number of consumers who discover products and shop online through social channels.

Mark Allin, senior digital manager at Reebok, said: “Our brand digital focus is to be relevant to existing and future customers, as a large part of our audience is active on social media.

“Reebok’s online content celebrates fitness communities. We’ll feature our products in content captured during genuine workouts, rather than simply product shots. This way people are clear as to what our position is in fitness, and can then explore options to purchase. This approach provides a clearer and more consistent message to the user, one considered journey.”

Apu Gupta, CEO and co-founder of Curalate, added: “Reebok is creating a thoughtful shopping experience centered on. Consumers are increasingly finding products through the images and videos that brands post to their social media channels. Curalate makes it easier for those consumers to explore, and ultimately buy the products they stumble upon as they scroll.”

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