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Established 1996
Sunday 31 May 2020


River Island partners for social shopping

Written by Peter Walker

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”

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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