Mobile Commerce Daily – Lilly Pulitzer is hopping on the bandwagon of retailers offering Instagram-exclusive merchandise to followers by hosting several flash sales on the photo-sharing application’s new Stories feature, enabling fans to purchase promotional items by entering a URL into their mobile browsers.
The resort wear brand is treating fans of its biannual After Party Sale, which began yesterday and runs through today, with several flash sales on Instagram Stories, giving consumers added incentive to follow its account for a chance to snag exclusive merchandise. Instagram followers can check Lilly Pulitzer’s Instagram Stories at 3 PM and 7 PM EST for the unique URL link, which leads users to the mystery item’s product page on the brand’s mobile site.
“Since Lilly Pulitzer doesn’t have many sales, many customers may jump at the chance to see what deals they can find on the Instagram Stories flash sales,” said David Naumann, vice president of marketing at Boston Retail Partners. “While the Instagram Stories feature is just hot off the press, it represents another media vehicle for retailers to engage with their customers.
“Lilly Pulitzer’s flash sale creates a novel way for consumers to experiment with this new Instagram feature and get special deals – right from their mobile phone.”