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Drapers Top 100 2016 – 59. Martin Harbech, head of ecommerce and retail, Facebook and Instagram

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Martin Harbech

Martin Harbech

This year Facebook has made steps to better accommodate businesses, and head of ecommerce and retail Martin Harbech is a driving force behind this strategy.

In April, it launched a free tool called “Your Business Story”, allowing commercial operations to create short promotional videos.

Since June, advertisers have been able to include an interactive map displaying their physical store locations as part of a carousel ad, so users can find their bricks-and-mortar stores.

The social media platform will then use smartphone location services to track how many users visited the store after seeing the ad. Like Instagram, Facebook is positioning itself as a central channel for fashion retailing.

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