Where are the fashion forward millennial ladies at? Acquired by Yahoo in 2015, Polyvore continues to gain traction among female shoppers and was recently highlighted in the news for partnering with Google on it’s new ‘Shop the Look’ feature. Polyvore offers its user community the opportunity to shop apparel and accessories and to explore new trends, while offering retailers several ways to reach those shoppers in a native format.
So What Is Polyvore?
With its launch dating back to February 2007, Polyvore remains a growing social shopping site that enables brands to interact and engage with followers while also driving traffic back to the brand’s own websites. Polyvore is primarily focused on women’s fashion, including shoes, jewelry and handbags. Over the past couple of years, it has expanded its repertoire to include categories like beauty, home and men’s apparel.
Why Consumers Like It
Polyvore offers over 130 million unique products, giving members the opportunity to find something new with every visit. Not only is the site visually appealing, it’s easy to navigate, both on desktop and mobile, and offers consumers a way to identify and discover upcoming trends and styles in a social environment.
Polyvore reports that roughly 50% of its users access the site through their smartphone (through the web app and mobile-optimized site), providing consumers a seamless experience when shopping on the go.
Brands often look to Polyvore as a way to test and monitor new trends and markets, offering customers a first look into what’s next in the fashion world. Polyvore also appeals to customers with a range of budgets, from shoppers looking to find a steal to those looking to shop designer styles.
While Polyvore does well with fast fashion and the latest trends, it has been particularly successful with luxury items. Polyvore also does a good job of offering a clean browsing experience with regards to its advertising content. Compared to other social shopping sites, sponsored content blends with editorial content, offering an uninterrupted browsing experience for members.
Promoting Products on Polyvore
There are many ways to promote your products on Polyvore; but we’ll be focusing on a couple of direct response options and how to establish your brand and connect within the Polyvore community.
Engagement (Sets, Collections, and More)
Once you create a profile and request an official merchant badge from Polyvore, brands and retailers can begin connecting with the Polyvore community. Get started by building your own “sets” or “collections” of items that users can like or comment on. Grow your brand engagement by directly reaching out to individual users and liking or commenting on user generated content.
This approach is generally recommended for all retailers who desire to have a presence on the channel. Retailers can choose how engaged they’d like to be with Polyvore’s users.
Promoted Products Program
Polyvore’s cost-per-click (CPC) program is a blend between a comparison shopping engine (CSE) and a Google Product Listing Ad (PLA) with regards to product data delivery, campaign optimization and format of search results.
Like other shopping programs, a product feed is sent to Polyvore that contains title, description, price and other relevant product data for a brand or retailer’s product catalog. When customers search for products they are interested in and click on ads for products that pique their interest, they are taken directly to the brand or retailer’s website where they can complete their purchase.
You have the capability to adjust the price you’re willing to pay per click for particular groupings of products depending on campaign performance or goals. This program is recommended for retailers looking to boost visibility of products while targeting shoppers ready to purchase.
What’s in It for You?
We’ve found that Polyvore yields a strong ROI as well as a high Average Order Value (AOV) for brands. While Polyvore’s average return on ad spend (ROAS) for merchants is $6:1, Polyvore drove an AOV almost 50% higher than the next highest shopping channel’s AOV for one of our retail clients and consistently performed above their target Return on Ad Spend (ROAS).
Compared to social channels, Polyvore quotes an average basket size of $270; significantly higher than Instagram, Twitter, Wanelo and Facebook. Unlike other traditional comparison shopping sites, Polyvore offers the ability to adjust your bid for shoppers who are on mobile devices. Similar to product listing ads programs, Polyvore allows you to implement a mobile bid modifier – the ability to adjust desktop bids by a positive or negative multiplier – which enables you to manage ROI successfully by device. Mobile can often perform differently (better or worse) than desktop, so having the ability to adjust at the device level allows the advertiser more control over performance.
Build an International Presence
In addition to the US, Polyvore operates in several key international markets, including the United Kingdom, Canada and Australia. Depending on your business goals, participating in an international channel could be valuable and enable you to reach more members.
Polyvore has been selective with the merchants that it chooses to onboard. We’ve seen the most success with fashion forward retailers that offer popular brands. If this sounds like you and you aren’t advertising with Polyvore yet, contact CommerceHub to see how we can help!