Mobile Commerce Daily – J. Crew enabled its Instagram followers to be the first to purchase a new pair of sunglasses available in limited quantity by clicking the link in its bio, resulting in all merchandise being sold out within several hours.
The retailer informed social media users of the promotion by sharing the news via Instagram’s new Stories feature, which lets users post content in real time. Yesterday, J. Crew’s Instagram followers were given the opportunity to be the first to purchase a pair of its pink Jane sunglasses, showcasing how brands can simultaneously reward social engagement and incite sales by leveraging the aspect of exclusivity.
“This is the next extension of customer engagement,” said Robert Cuthbertson, vice president at Boston Retail Partners. “What is usually reserved for members of loyalty programs, J. Crew is expanding to interact with its most loyal customers in a more informal setting.
“By offering these limited and exclusive opportunities to their social media followers, retailers look to build excitement around new products and reward those who are their biggest fans,” he said. “With that said, retailers will need to be careful on how frequently and exclusively they initiate these offers to avoid alienating customers who are unable to participate.”