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Victoria’s Secret use of Snapchat modernizes its traditional freebie coupons

Mobile Commerce Daily – Victoria’s Secret is influencing its millennial demographic to come into its bricks-and-mortar stores through a special Snapchat freebie, in an adapted version of its iconic coupons.

Snapchat’s experience still has a cool factor for its users, allowing brands to share fun and interesting call-to-actions that require consumers to directly participate. Victoria’s Secret is rewarding users who screen shot its Snapchat coupon with a giveaway.

“Consumers are most apt to participate in campaigns where opting in is virtually effortless, particularly when a true benefit is offered,” said Laura Sossong, manager at BRP. “For this reason, screen shot technology is certainly an innovative sector to explore. Victoria’s Secret stands to benefit, as they can gauge relevance and traction of screenshot based promotions to impact future initiative planning.”

Read full article: Victoria’s Secret use of Snapchat modernizes its traditional freebie coupons

Wonderful Pistachios competes for marketing mascot fame on mobile

Mobile Marketer – The Wonderful Company is spearheading the most expensive campaign in its history with the help of WWE wrestler John Cena and NFL star Richard Sherman.

The $55 million campaign coincides with the largest pistachio crop in history, a whopping 800 million pound harvest. In response to the boon, Wonderful Pistachios has crafted a new animated mascot, Ernie the Elephant, voiced by Mr. Cena and featured in ten mobile-optimized videos that will be aired over the coming months, paired with a series of digital videos starring Mr. Sherman on the health benefits of pistachios.

“Social media is a perfect way to extend and build upon traditional advertising campaigns,” said David Naumann, vice president of marketing at BRP.

“The Wonderful Company can repurpose its TV and print ads across its social media platforms to magnify the reach to all of their fans and their friends when followers ‘like’ the messages.

“Since more Internet usage now occurs on mobile devices than desktop or laptop computers, it is imperative that all campaigns are designed for mobile viewing and interaction. Exposure to these campaigns on consumers’ phones, while they are shopping, might influence impulse purchases, especially if they are in, or near, a store that sells Wonderful Pistachios.”

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Old Navy unzips regional street-style inspiration with interactive Instagram map

Mobile Marketer – Old Navy is diversifying its social media content by enabling fashion fans to view an interactive map of Instagram posts depicting influencers’ street styles from all 50 states and glean more inspiration for their own wardrobes.

The mass-market retailer’s 50 Styles, 50 States campaign, done in collaboration with Collectively, tapped 50 social media creators to display their regional-inspired styles on their Instagram accounts. The influencers’ outfits, all of which feature Old Navy apparel and accessories, are available on Instagram as well as on a People microsite.

“This campaign will certainly boost nationwide appeal of the Old Navy label,” said Laura Sossong, manager at Boston Retail Partners. “The landscape and lifestyle diversity captured by the regional images highlights the versatility of the Old Navy assortment, allowing more consumers to visualize a fit between the brand and their wardrobes.”

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How to Effectively Engage with Consumers Using Social Media

Convenience Store Decisions – The majority of retailers who use social media to connect with consumers are not taking advantage of the platform’s full potential.

Boston Retail Partners (BRP) has released a new report studying the opportunities that social media presents to retailers when it comes to creating a memorable and personalized customer shopping experience. The new report has revealed that social media produces innumerable opportunities for retailers to engage with their customers, but the majority of retailers are not successfully taking advantage of these opportunities.

According to the BRP SPECIAL REPORT: Enhancing Customer Engagement Through Social Media, 81% of retailers using social media to engage with customers indicate that their processes need improvement.

Read full article: How to Effectively Engage with Consumers Using Social Media

Dior taps WeChat’s direct-to-consumer potential in social selling effort

Luxury Daily – With bricks-and-mortar sales continuing to decline, social selling is poised to alter the current retail model by facilitating purchases seamlessly through branded communication.

French atelier Christian Dior recently tried its hand at social selling by offering its followers on Chinese messaging and social application WeChat the opportunity to purchase a limited-edition handbag directly through a post. While not alone in its WeChat efforts, Dior has become the first luxury house to sell a high-end handbag through the app, showing its potential for direct-to-consumer sales.
“While social selling represents another sales channel for retail, its impact on total sales has been very minimal and it’s not a ‘silver bullet’ to retail success,” said David Naumann, vice president of marketing at Boston Retail Partners.

“Retailers will continue to experiment with different social media campaigns across multiple social media platforms where their target audience is active and concentrate on the ones that are most successful,” he said. “The recent success Dior experienced with its WeChat campaign of limited-edition handbags in China was phenomenal.

“According to a BI Intelligence report, 90 percent of WeChat users are in China with nearly 700 million users based in China.”

Mr. Naumann is not affiliated with Dior, but agreed to comment as an industry expert.

Read full article: Dior taps WeChat’s direct-to-consumer potential in social selling effort

Lilly Pulitzer revamps Snapchat strategy with themed filters for WeddingWire

Mobile Marketer – Lilly Pulitzer is designing four complimentary beach wedding-themed filters featuring its signature prints for WeddingWire users, demonstrating how marketers can up the ante with their Snapchat strategies by inserting themselves into consumers’ most photo-worthy special occasions.

The resortwear retailer is throwing its hat into the Snapchat marketing ring by rolling out four free exclusive filters for online marketplace WeddingWire. Lilly Pulitzer alerted its Instagram followers to the news last week and invited them to click the link in its bio to be taken to WeddingWire’s mobile site, where the themed filters can be downloaded.

“These Snapchat filters play fully into the prevailing trend of event-based photo personalization,” said Laura Sossong, senior consultant at Boston Retail Partners. “As illustrated by the popularity of personalized hashtags for weddings, this has been particularly relevant in the nuptials space.

“The Lilly brand is a consummate fit for brides hosting beach weddings, so it should certainly play well with the target consumer base.”

Read full article: Lilly Pulitzer revamps Snapchat strategy with themed filters for WeddingWire

Maybelline uncaps Facebook engagement via full-screen ads featuring eyeliner tutorials

Mobile Marketer – Maybelline is targeting Facebook users likely to be interested in its cosmetics via a series of ads that expand into a full-screen experience showcasing tutorials for different eyeliner looks after clicking. 

L’Oréal’s millennial-favorite cosmetics brand is attempting to fuel more interest in its new eyeliner products by rolling out full-screen ad experiences that enable consumers to learn how to create various makeup looks, including graphic arrow, winged eyeliner and cat eye looks. Once a user taps on the Facebook ad’s “Learn More” button, the ad will expand to the smartphone screen and allow individuals to scroll through the step-by-step tutorials.

“Consumer education has proven itself to be a significant component in encouraging beauty-related purchases,” said Laura Sossong, senior consultant at Boston Retail Partners. “By breaking down the barrier of the usability and applicability of makeup, Maybelline is eliminating the disincentive many consumers have to invest in new or unproven products.”

Read full article: Maybelline uncaps Facebook engagement via full-screen ads featuring eyeliner tutorials

Retailers should continue to test Snapchat, but at a small scale

Mobile Commerce Daily – As Snapchat is just now establishing itself as an integrated purchasing platform, consumers lack significant intent to purchase, but that does not mean retailers should not test the waters with small campaigns that include direct calls-to-action.

While campaigns that consist of user-generated content see the most success on Snapchat, as the platform flourished as a platform without advertising, call-to-action-enabled campaigns still have the opportunity to see positive results. Alternatively, retailers without a paid campaign can see a favorable outcome with organic content that entices users to complete an action such as sharing a coupon code or having users Snap their purchases for a prize.

“Savvy retailers are using Snapchat to engage their customers on a personal basis by offering special prizes, games or discounts to customers that Snap selfies that demonstrate their branded products,” said David Naumann, vice president of marketing at Boston Retail Partners. “In contrast to this customer-curated content approach, unsuccessful Snapchat campaigns are broadcasted Snapchat images published by the brand.

“When brands publish content, it is perceived as advertising and when consumers publish content, it is perceived as more genuine, interesting and fun,” he said. “The value of Snapchat as a marketing tool depends on the type of products retailers sell.

“Products that are visually appealing or have a wide range of uses are good candidates for Snapchat campaigns. Since millennials represent 70 percent of Snapchat users, products that appeal to this demographic are also good candidates for Snapchat campaigns.”

Read full article: Retailers should continue to test Snapchat, but at a small scale

Gap unzips summer sales with mobile passport for earning badges, winning prizes

Mobile Commerce Daily – Gap is tightening the seams on sales this summer with a 100-day-long sweepstakes encouraging customers to complete daily selfie challenges to earn badges using a mobile-optimized passport feature and potentially win prizes.

Gap’s Passport to Summer sweepstakes asks consumers to sign into the designated microsite via Twitter, Facebook, Google Plus or Instagram to receive access to daily challenges, which include tasks such as posting a photo of a favorite frozen yogurt combination. The summer-long contest offers players an incentive to check for new content each day and also provides easy access to discount codes, a feature that will likely ramp up sales for Gap as consumers begin stocking up on warm-weather apparel and accessories.

“Most consumers will probably be more interested in the 40 percent-off coupon code than the chance to win a sweepstakes prize, because the discount is a sure thing,” said David Naumann, vice president of marketing at Boston Retail Partners.

“However, there is a segment of consumers that will enjoy the thrill of seeing how many entries they can get by participating in all of the selfie opportunities,” he said. “The selfies are fun and it gets consumers to continue to interact with the brand on a daily basis to see what the theme of the day will be.”

Read Full Article: Gap unzips summer sales with mobile passport for earning badges, winning prizes

Sephora uncaps new mobile revenue stream via shoppable Snapchats

Mobile Commerce Daily – Sephora is continuing its efforts to tap into new ways of monetizing millennial-friendly mobile platforms, enabling its Snapchat followers to purchase products featured in live stories by taking a screenshot and downloading the ShopStyle application.

The beauty giant, which announced the news on Snapchat last week, invited followers to shop a slew of popular cosmetics featured in its latest story by taking a screenshot of desired items. As a growing number of retailers establish a strong presence on the photo-sharing app, finding new ways to fuel impulse purchases among younger fans and drive additional mobile commerce revenue will likely be top-reaching goals.

“Though the success of Snapchat as a true commerce platform has yet to be proven, we are certain to see rapid exploration of its potential in the near future,” said Laura Sossong, senior consultant at Boston Retail Partners. “Snapchat’s widespread reach and success as a marketing medium makes it a natural avenue for retailers to pursue in furthering their merchandising efforts.”

Read Full Article: Sephora uncaps new mobile revenue stream via shoppable Snapchats