Geometry UK, WPP’s end-to-end Creative Commerce agency, launches Social Commerce+, an innovative practice designed to help brands accelerate purchase and business growth by connecting commerce to social. The practice combines Geometry’s world class commerce expertise and WPP’s Social.Lab’s social capability, to deliver both brand equity and expanded commerce moments across consumer social interaction.
Geometry UK CEO Michelle Whelan explains: “The fast-growing impact of social channels presents the perfect opportunity to place more commerce moments in people’s hands.”
According to Hootsuite, 5.2 billion of people globally own phones, 4.5 billion of which are internet connected, 3.8 billion [49% of the planet’s population] are active social media owners, growing at 9% over the past year. Meanwhile, eMarketer reports that social referral to retail ecommerce sites has grown 110% in two years, outpacing all other referral channels.
Michelle continues: “TikTok is dabbling in social commerce, Facebook, Instagram and Pinterest are promoting commerce offerings. Tapping into the escalation of social connection, Geometry’s Social Commerce+ brings rich talent and proprietary intelligence to unlock new opportunities for brands to connect with consumers, across categories and in retail channels.”
Geometry Social Commerce+
Traditionally, social agencies largely use the conventional marketing funnel of driving awareness, often without sales targets briefed in.
Geometry breaks new ground and turns the funnel on its head, by identifying business goals from the outset from volume of instore /online sales to subscriptions to footfall, calculating a unique blend of channels to deliver the goals. This new practice shifts a model leveraging paid social channels and media buying to one with a broader collection of touch points to drive incremental reach and conversion.
Geometry’s Social Commerce+ is supported by a portfolio of proprietary intelligence, data tools and methodologies that create sophisticated strategies with rich insights into the competitive brand landscape.
For launch, the practice is based at Geometry’s London office, powered by the agency’s strong digital commerce team which includes social and commercial strategists, creative, technology and data specialists.
Debbie Ellison, Geometry UK chief digital officer leads the new capability for Geometry, working in partnership with James Mulrennan, Social.Lab UK global business director, and supported by Social.Lab co-founder, Yves Baudechon.
“Whilst social media drives brand awareness, we believe there is no greater way to build brand equity than at point of purchase. By converging brand building, commerce and experience through Social Commerce+, we invite brands to re-evaluate their growth through these channels,” shares Debbie Ellison, Geometry UK chief digital officer.
Yves Baudechon, Social.Lab co-founder comments: “Social commerce continues to see exponential growth and it makes strategic sense to combine the commerce expertise of Geometry and its deep retail and shopper capabilities with the social expertise of Social.Lab. The new offer will help unlock growth for clients.”
Geometry and Social.Labs are exploring opportunities to scale this offer across markets globally.
The practice is part of a suite capabilities launched by Geometry UK over the past 12 months to accelerate commercial growth for clients. This includes: The Flagship, Amazon Managed Services, Innovation Practice.