Pure play giant Asos has launched a new online channel entitled As Seen on Me, which links customer generated visual content to ecommerce.
Www.asos.com/asseenonme allows users to share photos of themselves wearing Asos product via social sites including Facebook and Instagram using the #asseenonme hashtag or by directly uploading an image onto the Asos site.
The As Seen on Me channel then uses a visual commerce platform Olapic to pull all of the images with the hashtag into a system which Asos staff can access to manually link the item featured in the photo to the correct product page in the transactional area of the site.
Asos staff can filter the images in the system by product type as well as an individual’s social reach and rank. Each image must be approved by Asos to appear on the As Seen on Me channel.
Users can view the images in a design similar to Pinterest, and buy the matching product by clicking through to the Asos site. The Olapic technology will also allow Asos to add these user-generated images to the bottom of a product page.
Olapic charges a yearly licensing fee for retailers to buy the software and take a percentage of the increase in conversion on the site (proved via A/B testing).
Jose de Cabo, chief operating officer and co-founder of Olapic, said: “The ecommerce experience has not evolved much since the beginning of the internet and we are looking to change that.
“Customer photos are the most authentic, compelling and abundant brand assets available today. Smartphones and platforms like Instagram have turned all of us into models and photographers and we are the critical link connecting brands with consumers in a more meaningful way.”
The As Seen on Me channel is already live on the Asos site but still being tested by the business before promotion starts. Asos declined to comment at this stage.
Olapic technology is currently being used in the US by footwear retailers Coach (#coachfromabove) and Steve Madden. The business opened a London office in March of this year and is headquartered in New York with other offices in Cordoba and Argentina.