River Island makes its Instagram feed shoppable

River Island is making its Instagram feed shoppable as it partners with social commerce specialist Curalate to roll out a range of new technologies.

The partnership will allow anyone who follows River Island on Instagram the ability to purchase items from the app using Curalate’s “Like2Buy” feature.

Furthermore, anyone using the tag #ImWearingRI will see their posts shared on a shoppable gallery onsite.

The high street retailer will also integrate Curalate’s Showroom function, which lets users select an item they like and be presented with a range of products “chosen for both their relevance and diversity”.

READ MORE: Instagram CEO lays out his long term plans to turn it into a retail app

“As a fashion forward brand, we want to create content in the best and most relevant way for our customers,” head of ecommerce at River Island Gemma Scarfe said.

“We are not only making this content shoppable across platforms but curating it in a clever way that encourages further engagement on riverisland.com.”

Curalate’s chief executive Apu Gupta added: “Visual content is the new storefront, helping people imagine products in their lives. 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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