Tag Archives: social retailing

Burberry Flagship

The new Burberry Flagship store has some great real-life digital (the combination of digital/physical experiences). Much of what was deployed has similar elements we deployed for the Prada Store which is so great to see!

Another Social Retailing Mirror Emerges

Another example of the shopping approach we pioneered in 2007 called Social Retailing which combines the social networks with the physical stores to enable shoppers to connect with their friends in real-time. Read more about the solution developed by digital signage OmniMirror from Australian software company 5 Faces.

Maybelline Digital Signage Campaign

Maybelline NY new interactive campaign is very experiential and connects shoppers from around the globe. It combines digital out of home, social media & real-time video. Maybelline’s campaign invited Russian female citizens to submit three photos of themselves using a dedicated Facebook app. The photos are turned into a short personal video that’s featured on one of Clear Channel’s billboards in Times Square for a chance to win a trip to New York. Passersby in Times Square are invited to vote for their favorite contestant on Maybelline’s website. The person with the most votes wins. In addition to broadcasting the campaign live in Times Square, participants based in Russia are able to track what was happening on the billboard live 24/7 through a livestream video.

Maybelline NY – Win New York at a Glance campaign (3) from Vlad Sitnikov on Vimeo.

“Likes” Hangars: Mashup up of Facebook and the Real World

The “Likes” of page visitors to Brazilian retailer C&A are recorded and displayed in real-time on specially designed clothes-hangers at the brand’s store. Read more ideas here.

Wal-Mart uses Facebook to drive localized marketing

Wal-Mart launched My Local Walmart, a page that lets the retailer’s roughly nine million Facebook fans follow what is happening at stores in their neighborhoods.

The effort covers about 3,500 Wal-Mart outlets and will send alerts to the company’s Facebook fans about new products and discounts, the companies said.

“With early Walmarts, customers would walk in and ask the store manager to get a product,” said Stephen Quinn, chief marketing officer of Wal-Mart. “This is going to allow this kind of communication at national scale. Stores become more relevant on a local level because of interaction with customers.”

Walmart’s 9.4 million fans can click on the “My Local Walmart” tab and select their favorite stores. Fans then are directed to a page featuring with sale items and local event information. Customers also can report problems and ask questions.

Read the full reuters article here. “Wal-Mart, Facebook unveil partnership”

“Tweet” Success

Check out this post by David Kerpen. 9 Lessons From Successful Brands on Twitter Cisco is one of them!

There are some other examples:

Target doesn’t have an identified team of people, you interact with the brand. All their tweets come from “Target Tweets.” They do take ownership of mistakes and distribute comments to the different departments, they provide customer service information and if someone complains that an item is sold out they try to find it for them. Last holiday season they asked people to share their #TweetTidings and rewarded them with a $10 gift code. Sometimes they would just pick up tweets and reward them with $10 gift code!


Social Retailing at The Home Depot

It all started in March 2007 when an MSN Money article called “Is Home Depot Shafting Shoppers” by Scott Burns got a lot of feedback. The response on the discussion boards was overwhelming – 7,000 comments within 3 weeks all echoing the same sentiment. The Home Depot CEO posted commentary asking customer’s to give them time to improve customer service and their help in making it a better place to work. This was the first foray in to social media and it opened everyone’s eyes to see how engaged and passionate people were about their brand.

Fast-forward four years, The Home Depot has come up with an interesting model for enabling their employees to assist customers through social media. They aren’t the first to get employees answering customers questions through social media channels, Best Buy has a community team, that answers questions, rates answers online and utilizes Twitter in multiple languages called the Twelpforce.

According to AdAge, The Home Depot’s model is a bit different, they developed a hybrid model of social-media store associates. When the social media team approached the CEO with a request to start a social media team, Mr. Blake pushed back, saying that Home Depot’s store associates were the company’s strongest source of knowledge, and he wanted to think about how to use them before adding people to the corporate communications team.

The Realtime Report has a decent summary of the model.

Interesting presentation by Nick Ayers from The Home Depot in 2008. According to Nick, The Home Depot has the following 3-prong strategy:
1) Capture lost or on the fence customers
2) Connecting with new customer’s such a new home owners
3) Engage associates in a way they haven’t done before. The 300,000 employees have tribal improvement knowledge that they want to leverage. The Digital Orange Apron is an extension of an iconographic part of the brand.

Google’s Boutiques.com Delivers a Curated Experience

Screen Shot of my personal page on Boutiques.com

Google’s ecommerce fashion site features curated boutiques by tastemakers and bloggers. The goal of the site is how to engineer the shopping experience for taste. We buy a camera based on the specs but how we decided what to wear requires assistance and is driven by the occasion and our personal style.

Google’s site helps you to understand what the tastemakers feel will be hot as well as what might be right for you. You can follow celebrity stylists and create your own personalized boutique — others can follow you. This idea is based on a Street Style culture – that girls walking down the street can be stylish. It has an excellent mix of curation (by experts and enthusiasts), social shopping and personal recommendations.

I set up my profile and was impressed with visual nature of the experience which enabled me to select the cut, colors and styles I prefer. I thought the recommendations were very in line with my style and taste. I am loving the emails I receive on sales items from my favorite designers.

See this report for more information.

Amazon Opens Pampers Store on Facebook.

The Pampers Webstore on Facebook is owned and operated by Amazon.com. It means consumers don’t need to leave Facebook to buy Pampers products. Consumers use their existing Amazon account during checkout to order the products, although they are still on the Pampers page.

– Selling through Facebook drives people to “like” the brand and increases the value of the earned media advertisers get from dollars spent.
– Getting a Facebook member to “like” or “fan” the page allows the brand to send the consumer messages. One of the easiest ways is through Facebook paid advertising.

Check out this article for more information.

Ebay Group Gifts Service

Ebay has launched a solution that makes it easy to contribute (and therefore collect) the money toward a purchase of a group gift. This online group gift-buying service is call GroupGifts. Consumers go to groupgifts.eBay.com, choose a gift and invite friends and family via Facebook or email. If you don’t get enough contributions you can either request more money or choose a less expensive gift. Here is a video of the service and a USA Today article with more information.

Walmart CrowdSaver

Walmart has created a digital daily deal service similar to Groupon called CrowdSaver. The difference is that CrowdSaver is an app that will be run through Walmart’s Facebook page (where Groupon has a separate site and daily deal for each city). If the Walmart daily offer gets the required amount of “likes” by customers, everyone (not just those who “liked” it) get to enjoy the deal when they check back later in the week.

Walmart is hoping their customer base will embrace the idea that if they see a deal they like they will rally their friends on Facebook to “like” the deal so that Walmart follows through with the offer. Read this Brandweek article for more information.

Diesel Cam Brings Facebook to the Fitting Room

Diesel integrated Facebook in to the real-world store. They have installed a touchscreen that sits outside the dressing room that enables customers to take photos of themselves, crop them, add comments and upload to Facebook.

For more information.

Video of Mirror Launch for Nanette Lepore

Link to my prior post on the thought process behind the making of the mirror.

Thought Process for Nanette Lepore Social Retailing

The concept of Social Retailing evolved out of my exploration of how Nanette Lepore could attract the youth consumer. The process started with research about tech-savvy young adults (18-24). Youth are spur-of-the-moment shoppers, buying what catches their eye. But what is most unique about this group is that they like to get advice from their peers, often shopping together or calling each other while shopping. They are at the center of the social computing craze communicating through text messages and IM and sites like MySpace and Facebook.

I developed a persona (an artifact that contains a narrative of the user experience) for how a young adult might shop. This was a useful tool in enabling the channeling of their mindset and behaviors in order to better understand their needs and to engage them. The scenarios that were developed around their needs provided the foundation for the solution.

I wanted the solution to be relevant to todays technology capabilities, capitalizing on some of the principles of Web 2.0. — the idea of the web as a platform where users can participate, control and create data. That interaction is enabled beyond just one device supporting a multi-channel experience during one shopping trip. It can also extend or link to items in the real world with enabling technologies like radio frequency identification and near-field communication.

There are also changes happening around shopping that cannot be ignored. The Web is increasing consumers’ expectations of the in-store shopping experience as well as the use and perceived value of in-store technology. As customers get more comfortable with online shopping they are by extension better prepared to utilize in-store technology. With the depth of information about products online to support their purchases customers are placing new demands for more information in the store. Additionally, customers want control over their shopping experience, choosing fulfillment options, completing self-checkouts, customizing products, and opting-out of promotions.

Finally, an investigation of Nanette Lepore’s boutique revealed an elegant space with lots of large mirrors which seemed like a perfect interface on which to display content. We began exploring options and discovered Seura’s treated mirror glass where the the displays were invisible and the pictures came through as if it is magically displaying on the mirror.

Our early ideas were to create an animated associate who would facilitate the experience but moved away from that to a solution that enabled direct connections between the shopper and her friends. The sales associates physically in the store with the customer could participate in the conversation.

Blommingdales Launch!

The mirror launch in Bloomingdale’s 59th Street Store was a huge success for Nanette Lepore. “Social Retailing” mashes together social networking and the brick-and-mortar store so customers can connect live with their online friends while they shop. An interactive mirror transmits high-bandwidth video to friends who comment back via instant message (IM) and who send their own suggestions from an online catalogue. Check it out this week at the Bloomingdale’s Nanette Lepore boutique and experience for yourself what many are calling the future of shopping.