Social commerce is an ever-growing market, with 64% of social media users having made a purchase through social commerce in 2021, equating to 2 billion buyers, and a predicted 17% of online sales being made through social media by 2025. Home and garden e-commerce has proven to be particularly profitable on social media platforms such as Pinterest and Instagram, with 87% of Pinterest users basing their purchases on pins they browse.
Therefore, it is crucial for brands and retailers to either enter the world of social commerce or improve their social media strategy. Influencers in the home and garden sector are also taking over the market, with many amassing millions of Instagram followers. By focusing on social media, where customers spend most of their online time, businesses can increase online sales and drive traffic to their digital channels, creating more opportunities for brand-customer interactions.
This article will showcase how Maisons du Monde, a leading home and garden brand, was able to boost its social media strategy and improve performance with the help of Lengow.
Maisons du Monde aimed to enhance its social media presence by diversifying its content and formats and automating the distribution of its extensive product catalogue to save time and improve performance. To achieve this goal, Lengow was engaged to centralise the process, ensure conformity of product feeds across multiple platforms, and execute tailored campaigns for each channel, resulting in improved customer proximity and brand visibility.
Since April 2019, Maisons du Monde has collaborated with Lengow to distribute its 180,000-product catalogue on various social media channels including Facebook, Instagram, Pinterest, Snapchat, and TikTok, primarily in France, Spain, Italy, and Germany. Lengow provides the client with a customisable product catalogue, enabling them to create intricate and effective marketing campaigns on each channel. Custom labels and automated exclusion rules allow the client to isolate specific product sets, broadcast them through dynamic formats, and exclude products that are out of stock or not intended for communication. Lengow’s tools enable the client to quickly differentiate their products from third-party sellers in their marketplace, prepare promotions in advance, and benefit from prompt support from the Lengow team.
Lengow allows us to quickly access a large number of social platforms, to offer a wide variety of content and formats, and to customise our campaigns on each channel for optimum performance.
MEDIA MANAGER – EUROPE @ MAISONS DU MONDE
With the help of Lengow, Maisons du Monde gains considerable flexibility and agility in setting up its social media campaigns. The platform’s wide range of social media channels allows the client to diversify its content and formats, resulting in improved overall performance. Lengow empowers the client to work on campaigns with a high degree of granularity to cater to the expectations of each channel and personalize them according to targeted audiences and periods. Through the various automations available, Maisons du Monde can optimize its campaigns and achieve greater marketing efficiency on social media:
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