River Island has partnered with Curalate to align social shopping experiences on and away from its website.

The fashion retailer is rolling out a suite of advanced technology, streamlining its social commerce capabilities to power discovery-driven purchasing.

River Island is using social commerce specialist Curalate’s Like2Buy feature to make its Instagram feed shoppable, while harnessing user-generated content tagged #ImWearingRI by displaying it on a shoppable gallery onsite.

“As a fashion-forward brand, we want to create content in the best and most relevant way for our customers,” said Gemma Scarfe, Head of E-commerce at River Island. “We are not only making this content shoppable across platforms but curating it in a clever way that encourages further engagement on riverisland.com.”

River Island has also implemented Curalate’s Showroom function, which turns any image or video into a virtual pop up shop, enabling consumers to discover and directly purchase a range of recommended products from any social post.

“Visual content is the new storefront, helping people imagine products in their lives,” said Apu Gupta, CEO of Curalate. “In order for commerce to flow, these images need to inspire to the point of purchase. River Island will turn fans into shoppers by influencing product consideration early in the customer journey and motivating them to buy items they weren’t necessarily looking for.”

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