What Instagram Shopping Means for Consumers and Retailers

With the impetus of the influencer, the gleaming testimonial for brand credibility, Instagram’s role in enriching product discovery and driving purchases was cemented, but uncertainty lies in whether brands and retailers are losing control as their customers gain through in-app shopping.   Now that Instagram is piloting its in-app shopping feature with brands such as Revolve, Nike, Burberry and many others, retailers may be poised to lose — at least some of — their grip on customer shopping data. WWD spoke with BounceX’s Kris Mobayeni, assistant vice president of marketing, and Ryan Urban, chief executive officer and cofounder, to implore on the viability of social media as a direct purchase stream. BounceX specializes in device identity resolution, servicing fashion brands such as Hugo Boss, Kate Spade and others to deliver “made for you” personalization messages across devices. For BounceX, the goal is to “save face” or give faces to customers who crave recognition and personalization, while retailers, on average, see 40 percent of anonymous traffic identified by BounceX’s proprietary technology. Pointing out overarching technology and consumer shopping trends: “Everything is merging to the 5-inch mobile phone,” said Urban, which justifies the spending power of Instagram with 130 million users engaging with its

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