In the shadows of College Basketball’s Mecca on the campus of the University of Kentucky, stands a mecca of its own. Oneness Premium Boutique sits at 431 Jersey Street in Lexington, a premium menswear boutique with a “focus in premium footwear.” The aesthetics of the shop are visually stimulating to sneakerheads and casual passersby alike, but where they set themselves apart is in their unique approach to social selling.
By leveraging their active communities within Twitter and Instagram, Oneness 287 is able to penetrate into markets previously out of their reach as a brick and mortar shop. This small business with a very specific, high-end-sneaker-craving clientele, is consistently selling out their products utilizing social media community monitoring as the backbone of its online sales.
How It Works
Oneness Premium takes high quality professional photographs of new product inside their store. These photos often accompany a caption with sizes, release dates and order information. The key here is Oneness Premium creates their own custom images of a shoe in their store. The shoes are visible elsewhere on the web, but the Oneness Atmosphere creates an aura of “cool” that stock photos simply can’t replicate.
Oneness Premium then leverages their community size (~7,000 on Twitter, ~9,000 on Instagram) and offers direct selling through each platform. Want to purchase a pair of shoes on Instagram? Depending on availability, it’s as simple as commenting with your size and email address. Once Oneness has received your inquiry, the designated social media “monitor” will respond saying they have sent an invoice to your email address. Upon checking your email, you’ll find that Oneness has sent a PayPal Invoice with the product information and shipping charges. If you’re an active PayPal member with your credit card information attached to your account, the invoicing process takes only about 2 minutes. The longest part of this purchase is entering your address and credit card information.
Brands are looking for new, innovative ways to leverage new social media platforms to grow their business. Oneness Premium has turned Instagram, one of the more difficult platforms to define ROI, into a direct sales tool and revolutionized the social sneaker purchase experience. For more information on Oneness Premium, visit their website or connect with them on Twitter or Instagram.