In this session from Linn Academy 2021, Sebastien Dubuisson, commerce partnerships Facebook & Instagram, introduces a range of seller success and best practice strategies that retailers should embrace.
It has become more important than ever to keep up with consumer expectations, whether that’s around offers, personalization or immediacy, according to Sebastien Dubuisson, commerce partnerships Facebook & Instagram.
“Consumer expectations have shifted,” he said. “Connecting the right product to the right person has become more and more important.”
He said Facebook had built its enterprise solution – Facebook Discovery Commerce - for the demand generation to meet those needs. “It’s about collapsing the journey between discovery and action,” he said. “Rich data allows businesses to understand consumers’ needs and expectations and advertising tools allow businesses to find the right people or engage with new audiences. We are building shopping experiences to make it easier for consumers to discover new brands and find products that they want to buy.”
Dubuisson said it was important to help businesses improve their digital presence through tools such as Facebook Pages and Instagram profiles; make it easier to build a brand and sell at scale through tools such as Product Tagging Advertising tools, and help businesses to reach consumers where they are browsing products through services such as Instagram Shopping and Facebook Shops.
However, product data is key to success here, and Dubuisson introduced a series of colleagues who outlined the importance of accurate and detailed catalog information and shared tips to maximize opportunities. In a series of mini-presentations, they explained how sellers can improve catalog quality as well as how quality catalog data can then be used to implement ads with product tags to boost engagement and sales.
The catalog information also enables sellers to retarget on Instagram and Facebook using Dynamic Ads, allowing retailers to re-engage customers that have previously bought or browsed their products.
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