River Island has partnered with Curalate to align social shopping experiences on and away from its website.

The fashion retailer is rolling out a suite of technology, streamlining its social commerce capabilities to power discovery-driven purchasing.

Curalate’s Like2Buy feature will make River Island’s Instagram feed shoppable, while harnessing user-generated content tagged #ImWearingRI by displaying it on a shoppable gallery onsite.

“As a fashion-forward brand, we want to create content in the best and most relevant way for our customers,” said Gemma Scarfe, head of e-commerce at River Island. “We are not only making this content shoppable across platforms but curating it in a clever way that encourages further engagement on riverisland.com.”

It has also implemented Curalate’s Showroom function, which turns any image or video into a virtual pop-up shop, letting consumers discover and directly purchase a range of recommended products from any social post.

Apu Gupta, chief executive of Curalate, added: “In order for commerce to flow, these images need to inspire to the point of purchase – River Island will turn fans into shoppers by influencing product consideration early in the customer journey and motivating them to buy items they weren’t necessarily looking for.”

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