Posts

SCORE: Will social media play a legitimate role for small businesses?

Post-Bulletin – Many small business CEOs ask about the likelihood that social media will play a major part of the marketing efforts for companies. Some are even hoping that it is “just a flash in the pan” because it takes time and certain skills to make it happen in an effective way.

The data I read and the folks I listen to tell me eight in 10 retail execs have or plan to integrate Facebook data into their customer relationship management. Social engagement with retail brands, particularly on Facebook, is high. According to recent research, retailers are looking to leverage such interactions to gather information and improve the customer experience.

Among retail executives in North America polled by Boston Retail Partners in April last year, 31 percent had integrated their customer relationship management system with Facebook, and an additional 49 percent intended to do so within two years. Nearly seven in 10 respondents had integrated Twitter into their CRM or planned to do so within two years, and similar percentages said the same about Pinterest and Instagram.

Read full article: SCORE: Will social media play a legitimate role for small businesses?

Sephora uncaps color-correcting product sales via interactive mobile quiz

Mobile Commerce Daily – Sephora is leveraging sponsored content on Facebook to promote its Color Correcting Crash Course, which lets consumers discover their best-suited colors for combating undereye circles before inviting them to shop these items on the retailer’s mobile site.

Facebook users may spot one of Sephora’s ads interspersed with friends’ content in their newsfeeds, asking them to click the accompanying link to find out where they rank on the scale of color-correcting product expertise. The interactive quiz, each section of which takes under a minute to complete, includes a YouTube tutorial and call-to-action to purchase color-correcting beauty items once consumers finish.

“Engaging customers in interactive quizzes, games or contests is a great way to create a stronger bond with the brand,” said Ken Morris, principal at Boston Retail Partners. “Linking Sephora’s color correction quiz to YouTube tutorials is a smart way to educate consumers and strengthen the brand’s relationship with the consumer while increasing sales.

“As consumers get excited about color-correcting products, it helps foster brand enthusiasm, creates an ego boost that increases self-esteem and may inspire them to shop and ‘buy now’ on the mobile site.”

Read full article: Sephora uncaps color-correcting product sales via interactive mobile quiz

Timberland fans participate in boot design through mobile discussion

Mobile Commerce Daily – Timberland is using mobile and digital to connect with its audience for a more collaborative process in creating its next line of shoes, which will include a new product fans helped develop.

The footwear manufacturer is hoping to ramp up sales by asking for fans’ input on the next product through a partnership with a mobilized crowdsourcing platform on which users collaborate on developmental designs. Consumers can vote and comment on mobile to help shape the designs of three boot prototypes, of which the most popular design will be picked to go into production.

“Interactive engagement like this encourages personal relationship with the brand that isn’t just self-serving, as it fits into the mindset of today’s younger customer base,” said Todd Werden, vice president at Boston Retail Partners. “Consumers are looking more for experiences than for products, so incorporating the outdoors theme while allowing them to contribute to and influence products they care about is important.

“This makes consumers feel more connected to the brand and helps create brand enthusiasts,” he said.

Read full article: Timberland fans participate in boot design through mobile discussion

Announcing Mcommerce Summit 2016 New York May 5

Luxury Daily – Join senior executives and decision-makers at the 6th annual Mcommerce Summit: State of Mobile Commerce 2016, the nation’s No. 1 conference discussing retailing and marketing with mobile as the key influencer. Speakers from retailers and marketers such as Walmart, Walgreens, IKEA, Staples, Google and Boston Retail Partners.

Focus: The state of omnichannel retail with mobile influencing consumer decision-making and the marketing and retail efforts needed to acquire, retain and reactivate customers and prospects. How retailers are measuring up with their mobile commerce efforts in 2016 and what it means for the overall retail ecosystem

Why you should attend: Get inside knowledge of how the nation’s leading retailers are deploying mobile in their retail and marketing efforts, with a special focus on strategy, tactics, execution and results. Also network with fellow attendees who are senior executives and decision-makers at leading marketers and retailers in this daylong transfer of knowledge

One more reason why you should attend: This is the nation’s oldest and leading mobile commerce event attracting Fortune 100 companies to share insights and analysis on mcommerce and mobile-influenced retail. Pure retail, plain and simple

Venue: National Museum of the American Indian, Diker Pavilion, One Bowling Green, New York, NY 10004 (directly across from Battery Park in Lower Manhattan)

Read Full Article: Announcing Mcommerce Summit 2016 New York May 5

Macy’s celebrates Groundhog Day with spring-themed images on social media

Mobile Commerce Daily – Retailers Macy’s, H&M and Anthropologie are burrowing through social media to celebrate the Punxsutawney groundhog not seeing his shadow and get an early start on warmer seasonal sales through eye-popping imagery.

While the tradition of Groundhog Day lives on in Punxsutawney, PA, retailers took to platforms such as Twitter, Instagram and Facebook in an attempt to drive sales after news broke of the ceremony’s result. Macy’s shared images of its collection of sunglasses, while H&M linked to various spring-themed home décor and Anthropologie declared its excitement for warmer weather shoes.

“Groundhog Day, a widely recognized and popular tradition that predicts whether spring will come early or if winter will persist, is a perfect holiday to for retailers to build a spring campaign around,” said Gene Bornac, vice president at Boston Retail Partners. “Rather than wait for Easter, retailers can start promoting spring fashions early, especially when the groundhog doesn’t see its shadow, which is a sign for an early spring.”

Read Full Article: Macy’s celebrates Groundhog Day with spring-themed images on social media

Victoria’s Secret, CVS tap social media for last-minute holiday sales

Mobile Commerce Daily – Retailers such as Victoria’s Secret, Etsy, CVS and Walgreens are taking to social media in an attempt to squeeze out the most profits from holidays with posts assisting users with last-minute gift ideas and driving traffic to their online stores.

Being as the Christmas shopping frenzy is the biggest commerce season of the year and is coming to a close, retailers are hoping to maximize last minute sales this week and leverage the pull of social media to do so. For instance, Walgreens shared an image of products fit for stocking stuffers with a link to purchase, while Etsy shared a link featuring local shops within the user’s area.

“During the final days of holiday shopping, retailers are trying everything to spur more sales and social media is a great way to multiply the exposure of offers to followers’ network of friends,” said David Naumann, director of marketing at Boston Retail Partners. “More and more shoppers are tapping social media for holiday gift ideas and retailers need a visible presence on the social media platforms where their customers are active.

“As some shoppers’ grapple with finding the perfect gift, suggestions on social media might provide the answer,” he said.

Read full article: Victoria’s Secret, CVS tap social media for last-minute holiday sales

Buy Buttons on Social Networks? Facebook Users Give It a Thumbs Down

Mobile Marketing Watch – Of all the social media platforms out there, Facebook ranks first in this: a lack of interest in site buy buttons.

Facebook (only 9 percent of users interested in buy buttons) wasn’t the only site on which users would prefer not to deal with buy buttons. When GlobalWebIndex polled social media users in November, 2015, only 17 percent of Tumblr fans said they were interest in Tumblr’s buy buttons — and that was the most positive percentage reported.
Retailers, of course, have been interested in pursuing such a strategy in a bid to increase revenues on popular social sites.
“A July 2015 study by Boston Retail Partners found that by the end of 2016, retailers expect to see a 34 percent increase in revenues from social media, which includes buy buttons,” according to eMarketer. “But again, there’s a ways to go. Some 28 percent of respondents said they expect no change.”

Read Full Article: Buy Buttons on Social Networks? Facebook Users Give It a Thumbs Down

Do Social Network Users Want Buy Buttons?

eMarketer – Interest is lowest for Facebook’s buy buttons…  Social networks have been experimenting with—and even fully implementing—buy buttons into their platforms for a while. And though social media users are turning to platforms like Instagram and Pinterest to research brands and products, they are not that interested in actually using the buy buttons there.

Buy buttons may still seem like a new concept to users, even though this idea of social commerce has been reinventing itself year after year. And retailers are somewhat optimistic and expect to see a change in revenue because of them. A July 2015 study by Boston Retail Partners found that by the end of 2016, retailers expect to see a 34% increase in revenues from social media, which includes buy buttons. But again, there’s a ways to go. Some 28% of respondents said they expect no change.

Read full article: Do Social Network Users Want Buy Buttons?