Resource Interactive, a digital creative agency based in Ohio, just launched “Off the Wall,” a platform that allows consumers to purchase a product directly from a retailer’s Facebook fan page.

Dan Shust, Resource Interactive director of emerging media told Advertising Age that product development will become a bigger piece of what the agency does. He said it made more sense for his firm to begin building its own platforms and products that could be used by both clients and others, rather than building customized solutions from the ground up for each client or project. The agency has added new clients as result of the innovation, and has had international inquiries from agencies who’d like to provide Off the Wall in countries outside the U.S.

Just before the holiday season, The Limited became the first retailer to use Off the Wall, offering its best-selling Infinity scarf for 30 percent off plus free shipping. Brian Seewald, director of e-commerce at The Limited, told AdAge.com that sales of the scarves were meeting expectations thus far.

“We didn’t attach a huge sales expectation to this,” he said, though The Limited plans to use Off the Wall again. “This is more about doing something special for our fans and doing something to give our brand some visibility.”

A brand pays a nominal set up free, and then the agency shares in the sales revenue. Facebook does not share in any revenue.

“We’re pretty sure the investment to develop is going to pay off,” Shust said. “Getting to a working prototype was very quick, and we did it with a few people and a small internal investment. A couple of clients in, we have reaped the benefits of that.”

In addition to The Limited, Resource Interactive clients include Victoria’s Secret, Pantene, Sherwin Williams, Auto Zone, Best Buy and Coca-Cola.

See the product at work here. 

Here’s an example of how the application works, on the fan page of The Limited.

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