Branded!: How Retailers Engage Consumers with Social Media and Mobility

Overview

Today's technology-savvy consumers are constantly using social media to share their views-often from their phones from a store aisle-of a retailer's quality, products, pricing, and services. Branded! shows retailers how to "get inside customers' heads" as a result of this whole new digital method of listening and engaging with consumers. Brimming with reviews of retailers who have embraced the "culture to consumer" approach to their business and fully leveraged the potential of social media and mobility, Branded!...

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Overview

Today's technology-savvy consumers are constantly using social media to share their views-often from their phones from a store aisle-of a retailer's quality, products, pricing, and services. Branded! shows retailers how to "get inside customers' heads" as a result of this whole new digital method of listening and engaging with consumers. Brimming with reviews of retailers who have embraced the "culture to consumer" approach to their business and fully leveraged the potential of social media and mobility, Branded! highlights superstars of the social world, including:

Starbucks, with more than twelve million fans on Facebook and the number-one social brand

Zappos, whose culture is its brand, has 1.7 million followers on Twitter

Wet Seal, an innovator in teen engagement through its Outfitter social network

Macy's, using its digital hub to engage customers across all channels

1-800-Flowers.com, a trailblazer in mobile and social shopping

JCPenney, embarking on a digital transformation through open culture

Pizza Hut, with its award-winning "killer" iPhone app and ubiquitous Tweetologist

Best Buy, with visionary leadership for the "The Connected World"

Social media and mobility can make you or break you. The time is now to leverage this incredible opportunity or give up brand and market share growth. Learn how to become a brand leader through these exciting digital channels with Brennan and Schafer's Branded!

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Product Details

  • ISBN-13: 9780470768679
  • Publisher: Wiley
  • Publication date: 10/19/2010
  • Series: Wiley and SAS Business Series , #39
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.00 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Bernie Brennan is a consultant and investor in retail-related technology. He has served in a number of roles over thirty years in the retail industry, with seventeen of them as Chairman and CEO of Montgomery Ward, Sav-A-Stop Inc., and Household Merchandising. Brennan is a former Chairman of the National Retail Federation and earned the Gold Medal Award as Retailer of the Year.

Lori Schafer is the Executive Advisor for Retail at SAS Institute. Schafer, an entrepreneur with twenty-five years of experience in retail and consumer-packaged goods' technology, began her career at The Procter & Gamble Company. She was CEO of Marketmax, Inc., prior to its acquisition by SAS in 2003 when she became Vice President of SAS Global Retail. She serves on the board of directors of several retail and technology companies as well as the National Retail Federation.

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Table of Contents

Foreward

Preface

Chapter 1 Introduction: Bringing Your Store to Your Customers 1

Your Customers are Speaking. Are You Listening? 2

Retail 2.0 3

Retail Leaders 5

Your World is Changing---Are You? 9

Notes 10

Chapter 2 Social Media 11

Definitions 13

Why Make Social Media Another Retail Channel? 14

Demographics---Not Just Kids! 17

Popular Social-Media Web Sites 17

Where to Focus 31

Today's Retailer Engagement 32

Notes 33

Chapter 3 Mobility 37

Definitions 39

Smart Phones Change It All 41

Intersection of Social Media and Mobility 44

Retail Has Breakthrough Opportunity 44

Applications for Mobile Leadership 47

Retail Mobile Innovators 52

Notes 52

Chapter 4 Strabucks: It's the Experience! 55

Learning---Formulating---Innovating 55

Transforming Starbucks for the Future 57

My Starbucks Idea is Born 58

Finding Out Where Customers Are Hanging Out 62

Starbucks Mobile 70

Digital Leadership 74

Notes 75

Chapter 5 Zappos: "Your Culture Is Your Brand" 77

Committed to "Wow'ing" Every Customer 81

A Vision to Embrace E-Commerce 82

Wow Service Online 84

An Early Leader In "Zocial Media" 87

"Zocial Media" is Pervasive 91

Mobility: The Next Channel 93

Delivering Happiness: A Path to Profits, Passion, and Purpose 94

Notes 95

Chapter 6 Wet Seal: iRunway Steals the Teen Fashion Scene 97

Fast Fashion Takes Center Stage 98

Wet Seal's Fashion Community 100

Fashion---It's All Social 105

Mobile: Shop On the Go 108

There's Gold in Those Threads 108

Social + Mobile = A Game Changer 113

Farmville For Fashion 115

Notes 117

Chapter 7 Macy's: Shooting for the Stars! 119

Two Great Brands 119

Macy's Strategy Refreshed 121

Engaging the Customer 125

Social Media is Fashionable 126

Mobile Macy's 138

Just the Beginning 143

Notes 144

Chapter 8 1-800-Flowers.com: "Build a Relationship First---Do Business Second" 147

Going Undercover is Revealing 148

Planting the Seeds of Success 149

Beyond Flowers 151

Leveraging Social Commerce Through Technology 152

Social Media Blossoms 154

Mobile: App of the Year 162

Innovation is a Core Strategy 163

Notes 165

Chapter 9 JCPenney: Digital Transformation 167

Building a Brand By "Winning Together" 168

From Big Book to Digital Leadership 172

Culture of Transparency 173

Social Ambassadors 174

Jcpenney Loves Mobile 183

A Digital Future for a Traditional Player 186

Notes 186

Chapter 10 Pizza Hut: Creating the Perfect Pizza---Digitally 189

Topping the Pizza Market 190

Building the Yum! Dynasty 191

Value Plus Favorites = A Winning Strategy 192

Enabling Global Knowledge Sharing 194

An Innovator in Social Media 196

The "Killer App for Your Appetite" 200

Branded! Through Social and Mobile Channels 204

Listening, Engaging, Exciting! 207

Notes 209

Chapter 11 Best Buy: The Connected World 211

Growth Strategy 212

Cross-Channel: Meeting Customers where They Are 215

A Wiki Culture 218

Social Media: From The Inside Out! 219

A Web 2.0 Tool Kit is Born 221

The Hub for all Things Best Buy 223

Helping Mobile Customers "Shop, Learn, and Buy" 233

The Connected World, Take Two 237

Notes 237

Chapter 12 Analyzing Value: Social Media 239

Getting Started 239

What's the Return? 240

Mining the Gold 241

Social-Media Analytics 242

Insights to Action 250

Notes 251

Chapter 13 Conclusion: Take the Lead 253

Notes 255

Index 257

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Sort by: Showing 1 Customer Reviews
  • Posted August 19, 2011

    more from this reviewer

    Elementary overview of how retailers use social media and mobile technology to win sales

    Bernie Brennan, former chairman and CEO of Montgomery Ward, knows practically everything about retail. Lori Schafer has 25 years' experience as a retail technology expert and understands the Internet inside and out. Their retailer's guide to social media and mobile technology will teach you how to use these marketing channels to move the most merchandise to the broadest online customer base. Though Brennan and Schafer's ideas seem a little late to market, getAbstract recommends their book for its valuable case histories showcasing prominent retail firms' mobile-marketing campaigns and their activities in the social media world. This is a solid lesson plan for retail executives who want to harness the Internet's retail sales and marketing channels.

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