Few can dispute the impact social media has had over the past five years and how it has been a driving force in many retail innovations during the same time period. However, as social media stops being the “cool new thing” and becomes part of retail’s mainstream, many are asking what the future of social media now holds for retailers.
On Wednesday, during a Shop.org webinar moderated by Shop.org Content Committee member, Denise Zimmerman, executives from American Eagle and 1-800-Flowers.com provided insights into a few social media retail trends including: location-based social marketing, ecommerce integration in social platforms, and virtual goods and currency.
American Eagle
With over 3.6 million Facebook fans and 40,000 Twitter followers, American Eagle has worked hard to cultivate a successful conversational tone with its customers. And with thousands of stores they also have a strong community of store associates doing their part as great brand ambassadors and interacting and responding to content with consumers. American Eagle uses all of these social spaces for branding, offering deals, promoting fashion, and assisting customers.
Ethan Holland, Director of Online Marketing & Analytics for American Eagle Outfitters, talked about how they use mobile and location-based services, and shared examples of how American Eagle participates with Facebook Places (20% off store purchase with check-in as an example), Foursquare, ShopKick, Google, and SCVNGR. As a multichannel retailer with 1,000 stores and direct business targeting the youth demographic and moms, American Eagle has extended their store windows into malls, parking lots, and across social news feeds online.
1-800-Flowers.com
From 1-800-Flowers.com, Kevin Ranford, Vice President, Online Marketing, Mobile & Social Media spoke about being MORE than transactional to drive more transactions. Ranford shared how 1-800-Flowers.com:
- has integrated Facebook birthday reminders on their website and into emails
- is now merchandising and marketing “likes” on their website
- launched the first fully transactional Facebook store
- is diving into the virtual goods world with promotions featuring Facebook credits
For American Eagle and 1-800-Flowers.com, these developing social media trends and innovations are helping drive online and in-store sales, increase engagement with customers and brand enthusiasts, and allow always-on-the-go mobile customers to share their experiences across their social networks.
Shop.org and NRF members, can take advantage of member benefits, and watch this free webinar replay now to find out more.