How La Redoute adapts to fast-changing social media trends

Over the last 18 months, La Redoute’s head of social media, Anna Faure, has led a change in the way the French fashion retailer approaches social media.

Speaking to Essential Retail, she describes how social media is now at the heart of La Redoute’s digital strategy because the technology trend is so important to its customers.

With 10 million unique visitors each month to its eCommerce site and 11 million registered shoppers in 26 countries, social media is a key tool for the brand when it comes to reaching and engaging customers.

Faure leaders a team of six people in the retailer’s head office in the French city of Roubaix. The team manages all the social networks La Redoute resides on, including Facebook, Twitter, Instagram, YouTube and Pinterest, as well as the organic traffic and social influencer campaigns. Meanwhile, other subsidiary teams in six offices around the world have control of their native speaking social media accounts.

Analysing “meaningful reactions”

With 10 million unique visitors and 11 million registered shoppers in 26 countries, social media is key to La Redoute’s digital strategy and Faure’s team spends a lot of time explaining to the wider company about social media and how the brand should communicate on these channels. “We want to show that social networking has to be at the heart of the way we communicate with our customers,” she says, explaining how more and more customers are now reaching out to customer service representatives over social.

The retailer also encourages customers to share their products with them on social networks, creating user-generated content (UGC), which is can then use as organic content in its marketing efforts. This has been so successful that one product – the Afaw Berber rug, costing £99 – has its own Instagram account.

Working with Socialbakers, La Redoute has reported a 74% increase in “meaningful reactions” on social media – a comment, like or share – while the retailer’s cost-per-click has decreased by 23%. Socialbakers provices La Redoute with an online analytics dashboard where Faure, her team and the wider six country-specific offices can see how its social media efforts are paying off, allow the retailer to better understand their audiences and the content that resonates with them that leads to purchase intent.

Buy buttons

Last year, Instagram extended its shoppable posts to the UK, with M&S being one of the first UK brands to trial the solution which offers retailers the option to tag products in their social media posts.

La Redoute was one of the first French brands to also try this service, which has been slightly underwhelming.

Faure says: “It’s not revolutionary right now, people get inspired on social networks and convert in other channels – we post five posts every day and people were saying ‘what’s the name of the product’ every day.”

While Instagram’s “Buy Buttons” solved a problem for La Redoute customers who wanted to know which products were being shown to them on Instagram, Faure hasn’t seen a huge upturn in sales due to the update.

“It’s not revolutionary for our turnover – it helps, but Instagram is still inspirational,” she explains. “But it is growing fast, it will be one of the main channels for customers to shop [in the future].”

But how does a fashion brand like La Redoute keep on top of the constant changing landscape of social media?

“It’s moving very fast – Facebook was the main social network and now it’s Instagram, and now we have Stories and IGTV. It will continue and as a brand we will need to adapt and I really believe in advocate marketing and giving more of the voice to the customer.”