JANE

Jane uses a shop on Instagram to help people browse its product catalog, add products to their bag and place orders. As the November–December holiday season approached, the brand wanted to further optimize its customers’ shopping experience on Instagram by appealing to their unique habits and interests.

Using insights provided by Commerce Manager, the team analyzed store traffic and the types of products that were popular among various customer demographics such as age and gender. This information helped the team understand what customers were looking for and to anticipate which products and product categories were likely to be popular during the upcoming holiday timeframe.

Guided by the customer research, the team curated a variety of collections within Jane’s shop. Each collection featured related products likely to appeal to holiday shoppers, such as seasonal home décor.

To make it even easier for shoppers to find things they liked, Jane tagged products in its posts. The tags highlighted seasonally relevant items and let people get more details by clicking through to the product details page. From there, customers could check out and complete their purchases without leaving Instagram. Product tags also allowed the team to measure the number of visits to product pages, and see the purchase path customers followed.

Jane determined the results of the November 12–December 19, 2020 holiday use of its shop on Instagram using Commerce Manager, which revealed: