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.
Challenges and Goals of Maisons du Monde
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
.
Social Media Strategy Solutions Provided by Lengow
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.
Nicolas HERAUD — MEDIA MANAGER - EUROPE @ MAISONS DU MONDE
Benefits for Maisons du Monde’s Business and Social Media Strategy
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:
- 180K products distributed
- 5 social media channels in 4 main countries
- Time to Market divided by 2
Get a demo!