Are Social Media Users Ready for Tilt-to-Shop?
With all due respect to Instagram, there’s more than one way to tackle social shopping. Just ask Tiltsta, a three-year-old Australia-bred, New York-based start-up with a unique take on digital pop-up stores: motion-controlled shoppable videos that work across social media networks. The company, which unveiled its April roll-out on Tuesday, describes the action as a simple yet fun way for consumers to shop social stories or videos. Instead of tapping to add items to a shopping cart, Tiltsta’s tech works with a literal flick of the wrist — or a tossing back of the hand holding the phone — amounting to the company’s namesake “tilt.” The key to this action appears rooted in behavioral science. “In thousands of A/B/C/D split tests and customer interviews, we see tilting performs better overall than clicking or swiping,” cofounder Bonny Morlak told WWD. “We don’t yet fully understand why tilting is so powerful, but we believe that the brain registers the physical movement in a different, more engaging way than a swipe or click. “It feels good and gives the impression of interacting with the brand,” he said. Plus, while hackers today can generate phony button presses and other software inputs, the company believes the act of
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