Matthew Williamson's head of digital has stated that acquiring customers through Instagram “has to be scalable” and that the social media platform has been “amazing” for securing new business.
Speaking at the Decoded Fashion Summit in London, Rosanna Falconer stated that although Matthew Williamson’s Instagram account has been useful for sales, when it came to tracking data, she found it more difficult than on other platforms.
“On Twitter, I can look at links and see exactly where the customer has come from. Instagram's only direct hyperlink is in the user's profile… so we can only track via the customer name. It’s also quite difficult to reach out because if a customer says, ‘where can I buy this, do you have this in my size?’ the only option is a direct email request with ‘please email Rosanna at Matthew Williamson.' It is actually a very manual way. I’d love to say I have the perfect piece of tech.”
When asked if the method of personally responding to comments was scalable, Falconer responded, “I think it has to be scalable. I follow ASOS, for example, one of the biggest fashion retailers, and I've noticed they conduct a very similar policy on their Instagram… you’d be missing an absolute trick if you weren't responding to these comments.”
Discussing how Instagram has transformed from a visual platform to a tool that retailers use to target consumers, Falconer admitted that she wouldn't like to see it become overly branded but that it might head that way in the future.