Posts

Express targets festivalgoers with product-centric, multiple-choice Snapchat quiz

Mobile Marketer – Express recently built on its previous mobile interactivity efforts with a new quiz that invited Snapchat followers to select their favorite product out of three options to discover the festival fashions best suit to their tastes.

Express introduced its latest Snapchat quiz over the weekend, coinciding with the start of the popular Coachella music festival. The millennial-friendly retailer encouraged its Snapchat followers to keep track of their answers for the mobile-optimized quiz to find out their festival style before serving them with a call-to-action to bring their ideal look to life by shopping at one of Express’ stores, online or via the mobile app.

“Using quizzes and games, both a form of gamification, is a great way to get customers engaged with the brand,” said David Naumann, director of marketing at Boston Retail Partners. “Using the Express fashion quiz is a fun way for shoppers to identify their fashion style and see products that are a good fit for their preferred style.

“Anything that makes shopping fun and engages consumers will help increase awareness and strengthen their relationship with the brand.”

Read Full Article: Express targets festivalgoers with product-centric, multiple-choice Snapchat quiz

Loft unzips shoppable looks, social media guide via canine-supported partnership

Mobile Commerce Daily – Ann Inc.’s Loft is continuing its celebrity-supported sales blitz through a collaboration with Instagram star Chloe the Mini Frenchie, enabling fans to watch a mobile video featuring the four-legged star, shop ideal looks for pet-related events and access tips for achieving social media stardom.

The retailer is teaming up with the popular canine and her owner, Loni, in a bid to target animal lovers and promote its apparel pieces for pet-related events, such as dog birthday parties. Loft is bringing the furry friend-centric campaign one step further, however, by showcasing Loni’s guide to making a pet become a social media star, highlighting various mobile-first techniques that digitally-savvy consumers can leverage.

“It is a brilliant idea to tie shoppable outifts to styles that Chloe and Loni like,” said David Naumann, director of marketing at Boston Retail Partners. “When shoppers have a warm feeling associated with the styles endorsed by Chloe, they are more likely to make impulse purchases on their mobile devices.”

Read Full Article: Loft unzips shoppable looks, social media guide via canine-supported partnership

Bed Bath and Beyond overhauls mobile program in personalization push

Mobile Commerce Daily – Bed Bath and Beyond is putting more faith in mobile with upgrades to its applications and plans to introduce mobile devices to store floors, part of a new strategic focus on personalization.

During its earnings call for the past quarter, the big box retailer mentioned a relaunch for its two retail apps, mobile site and rollout of devices to employees at bricks-and-mortar locations. Bed Bath and Beyond is also valuing more user-generated content online and mobile for inspiration for other shoppers to drive sales, and hopes that its mobile focus will help maintain a homeostasis.

“More than 50 percent of Internet browsing now happens on mobile devices, therefore, it is imperative for companies to keep their mobile apps and Web sites fresh, easy and fast,” said David Naumann, director of marketing at Boston Retail Partners. “The other benefit of adding more features to mobile apps is that it helps drive consumers to use the app more

Read full article: Bed Bath and Beyond overhauls mobile program in personalization push

Blimpie slices up customer engagement with social-heavy match-and-win contest

Mobile Commerce Daily – Submarine sandwich chain Blimpie is hosting a mobile-optimized match-and-win contest featuring a plethora of cash prizes and enabling consumers to earn additional entries by sharing the game with social media followers and interacting with the brand’s official accounts.

The Combo Craze Promotion, which runs through June 5, was designed to augment brand awareness among consumers and bolster fan engagement through an easily-playable game. Although individuals can collect the most contest entries by purchasing a Blimpie sandwich at one of its stores, they can also follow the food marketer’s official Twitter and Instagram accounts to retrieve codes corresponding to additional chances to win.

“Offering consumers an incentive via gamification is a great way to accelerate the addition of new followers on social media,” said Paul Valle, vice president at Boston Retail Partners. “Consumers like to be entertained and retailers that can get, and keep, them engaged will increase loyalty and sales.

“Gamification is a growing trend as according to BRP’s 2015 CRM Survey, 87 percent of retailers plan to use gamification to engage the customer within five years.”

Read full article: Blimpie slices up customer engagement with social-heavy match-and-win contest

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?

Jeep's use of microsites and social media sparks heartfelt messaging

Mobile Marketer –  Jeep is creating a social media dialogue with fans through a microsite, user-generated content and a celebrity spokeswoman to celebrate its 75th anniversary and solidify a positive, uplifting image.

Using the hashtag #MyJeepStory, social media users are encouraged to share stories regarding the brand and how it made a difference in their lives, which Jeep will showcase alongside many of its marketing efforts. Jeep is using a mobile microsite to help weave together a larger story of the heart of the brand, as created by fans and motivated by new spokeswoman, musical artist Ciara.

“The My Jeep Story campaign is a fantastic vehicle to engage passionate Jeep owners to celebrate the 75-year anniversary of Jeep,” said David Naumann, director of marketing at Boston Retail Partners. “Over the years, Jeep has developed a cult like following of brand zealots that are proud to own a Jeep and, for many, it is a part of their personality.

“Avid Jeep fans will be excited to share their Jeep story so all their friends can live vicariously through them – and maybe envy their experience,” he said.

Read full article: Jeep’s use of microsites and social media sparks heartfelt messaging

How Pandora maximized branding via Snapchat, Twitter cohesion

Mobile Marketer – Jewelry retailer Pandora saw an ideal opportunity to raise the branding stakes during Britain’s Mother’s Day holiday this past weekend by unrolling a cohesive social media campaign that included sponsored Snapchat geofilters and a Twitter contest.

The accessories chain sought to increase brand awareness leading up to and during Mother’s Day weekend, a time during which many consumers were hunting for the perfect piece of jewelry to gift to their mothers. Pandora opted to use a multi-platform approach for this holiday sales push, leaning on sponsored geofilters and a Twitter selfie sweepstakes to keep the brand at the forefront of shoppers’ minds.

“Pandora’s multi-platform social media play is a clever approach to help grow its user and fan base for both Twitter and Snapchat,” said Ken Morris, principal at Boston Retail Partners. “Contests are a great way to engage consumers with the brand and create awareness and interest for Pandora’s products.

“Gamification is a technique leveraged in a non-gaming context to engage the customer to become one with the brand and this is a great example of how to do it well.”

Read Full Article: How Pandora maximized branding via Snapchat, Twitter cohesion

Sephora incentivizes app downloads with Black Friday sneak peeks

Mobile Marketer – Sephora is driving downloads of its mobile application by taking to Snapchat to advertise exclusive first looks at doorbuster deals that are visible to app users several days before sales hit stores.

The cosmetics retailer surprised its Snapchat followers this past weekend by showcasing some of the products included in this year’s Black Friday deals. However, to unlock the full sneak peek, users were asked to visit the Sephora To Go mobile app or download it if they have not yet already, proving that Sephora is ready to give back to loyal customers by way of exclusive content.

“The success of a mobile app depends on the retailer’s ability to inspire its customers to take the first step to download the app,” said David Naumann, director of marketing at Boston Retail Partners, Boston. “While there is no surefire approach to get consumers to download apps, Sephora is clever to leverage other social media platforms like Snapchat to promote the benefits of the app. Snapchat users are primarily women under the age of 35, which is a perfect target audience for Sephora.”

Read full article: Sephora incentivizes app downloads with Black Friday sneak peeks

Victoria’s Secret builds fashion show frenzy via Instagram-enabled coupon

Mobile Commerce Daily – Victoria’s Secret is inviting customers to partake in a social-enabled fashion show party on November 10 by asking for a ticket in stores, snapping a photo with the ticket and uploading it on Instagram in exchange for a $10 coupon.

The retailer is stringing along excitement for the upcoming runway show, which is also taping on Nov. 10, by ramping up in-store traffic as well. Fans of the brand can flock to their nearest Victoria’s Secret bricks-and-mortar location to request a “ticket” from an associate to pose with, enabling them to receive a valuable discount after the image has been uploaded onto social media.

“Digital promotions tied to fashion events are incredibly compelling for the consumer,” said Laura Sossong, consultant at Boston Retail Partners, Boston. “By concurrently creating hype for the show and the product, Victoria’s Secret has dual opportunity to build brand affinity and encourage future purchases.

“Taking advantage of these low-resource, high-reach digital initiatives should be a no-brainer for retailers.”

Read full article: Victoria’s Secret builds fashion show frenzy via Instagram-enabled coupon

Victoria’s Secret revitalizes fashion show anticipation via Snapchat doodle contest

Mobile Marketer – Victoria’s Secret unclasped fans’ excitement for its upcoming annual fashion show by asking Snapchat followers to draw their own fantasy bra with the photo-sharing application’s doodle features.

The lingerie giant simultaneously promoted its Very Sexy Flirt bra collection by giving away a complimentary item to winners of the Snapchat challenge. As the retailer ramps up for the busy holiday shopping season, rolling out an interactive, social media-based contest is a smart move to engage with consumers and tease its mammoth fashion show event, taking place on December 8.

“Investing in this targeted Snapchat campaign will absolutely incite further frenzy for the already acclaimed Victoria’s Secret fashion show,” said Laura Sossong, consultant at Boston Retail Partners, Boston. “Users expect exclusive engagement with their favorite brands on Snapchat, providing retailers with prime opportunity to truly ingrain captive consumers in their culture and image.

“As was evidenced by its popularity during New York Fashion Week, expanding utilization of Snapchat is unequivocally a smart strategic move for brands. The demographic of Snapchat users is primarily women in the millennial and younger generations, which is an ideal medium for Victoria’s Secret to appeal to younger audiences.”

Read full article: Victoria’s Secret revitalizes fashion show anticipation via Snapchat doodle contest