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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 ...
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!
Praise for Branded!
"You owe it to yourself, to your colleagues, and to your stakeholders to read this book. You'll be glad you did."
—From the Foreword by Dave Evans, author of Social Media Marketing: An Hour a Day and the forthcoming Social Media: The Next Generation of Business Engagement, and cofounder, Digital Voodoo
Chapter 1 Introduction: Bringing Your Store to Your Customers.
YOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?
YOUR WORLD IS CHANGING—ARE YOU?
Chapter 2 Social Media.
WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?
DEMOGRAPHICS—NOT JUST KIDS!
POPULAR SOCIAL-MEDIA WEB SITES.
WHERE TO FOCUS.
TODAY'S RETAILER ENGAGEMENT.
Chapter 3 Mobility.
SMART PHONES CHANGE IT ALL.
INTERSECTION OF SOCIAL MEDIA AND MOBILITY.
RETAIL HAS BREAKTHROUGH OPPORTUNITY.
APPLICATIONS FOR MOBILE LEADERSHIP.
RETAIL MOBILE INNOVATORS.
Chapter 4 Starbucks: It’s the Experience!
TRANSFORMING STARBUCKS FOR THE FUTURE.
MY STARBUCKS IDEA IS BORN.
FINDING OUT WHERE CUSTOMERS ARE HANGING OUT.
Chapter 5 Zappos: "Your Culture Is Your Brand".
COMMITTED TO "WOW’ING" EVERY CUSTOMER.
A VISION TO EMBRACE E-COMMERCE.
WOW SERVICE ONLINE.
AN EARLY LEADER IN "ZOCIAL MEDIA".
"ZOCIAL MEDIA" IS PERVASIVE.
MOBILITY: THE NEXT CHANNEL.
DELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSE.
Chapter 6 Wet Seal: iRunway Steals the Teen Fashion Scene.
FAST FASHION TAKES CENTER STAGE.
WET SEAL’S FASHION COMMUNITY.
FASHION—IT’S ALL SOCIAL.
MOBILE: SHOP ON THE GO.
THERE’S GOLD IN THOSE THREADS.
SOCIAL + MOBILE = A GAME CHANGER.
FARMVILLE FOR FASHION.
Chapter 7 Macy's: Shooting for the Stars!
TWO GREAT BRANDS.
MACY'S STRATEGY REFRESHED.
ENGAGING THE CUSTOMER.
SOCIAL MEDIA IS FASHIONABLE.
JUST THE BEGINNING.
Chapter 8 1-800-Flowers.com: "Build a Relationship First—Do Business Second".
GOING UNDERCOVER IS REVEALING.
PLANTING THE SEEDS OF SUCCESS.
LEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY.
SOCIAL MEDIA BLOSSOMS.
MOBILE: APP OF THE YEAR.
INNOVATION IS A CORE STRATEGY.
Chapter 9 JCPenney: Digital Transformation.
BUILDING A BRAND BY "WINNING TOGETHER".
FROM BIG BOOK TO DIGITAL LEADERSHIP.
CULTURE OF TRANSPARENCY.
JCPENNEY LOVES MOBILE.
A DIGITAL FUTURE FOR A TRADITIONAL PLAYER.
Chapter 10 Pizza Hut: Creating the Perfect Pizza—Digitally.
TOPPING THE PIZZA MARKET.
BUILDING THE YUM! DYNASTY.
VALUE PLUS FAVORITES = A WINNING STRATEGY.
ENABLING GLOBAL KNOWLEDGE SHARING.
AN INNOVATOR IN SOCIAL MEDIA.
THE "KILLER APP FOR YOUR APPETITE".
BRANDED! THROUGH SOCIAL AND MOBILE CHANNELS.
LISTENING, ENGAGING, EXCITING!
Chapter 11 Best Buy: The Connected World.
CROSS-CHANNEL: MEETING CUSTOMERS WHERE THEY ARE.
A WIKI CULTURE.
SOCIAL MEDIA: FROM THE INSIDE OUT!
A WEB 2.0 TOOL KIT IS BORN.
THE HUB FOR ALL THINGS BEST BUY.
HELPING MOBILE CUSTOMERS "SHOP, LEARN, AND BUY".
THE CONNECTED WORLD, TAKE TWO.
Chapter 12 Analyzing Value: Social Media.
WHAT’S THE RETURN?
MINING THE GOLD.
INSIGHTS TO ACTION.
Chapter 13 Conclusion: Take the Lead.
Posted August 19, 2011
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.