In last month’s nma, Nicola Smith reported that more fashion retailers are catching up with web-only brands.
How? By “integrating online and offline services and using social media and mobile to bring customers to stores”. And, no surprises here: it’s a model that appears to be working.
Smith reported that when M&S used to Twitter ahead of this year’s Penny Bazaars it not only sold 2m items for 1p each at its 300 main stores, but customers actually updated each other on the items available and length of the queues. (Which were painfully long, I’m told.)
Certainly, a multi-channel approach is something we’re striving for, wherever possible. In fact right now, we’re applying a healthy dose of SEO, PPC, search editing, technical tweaking and social media to bring the Steerwell Group (the UK’s only official Hugo BOSS watches aftersales centre and distributor) bigger business.
Combining social networks like Twitter, Facebook with online advertising and email campaigns – it’s about “using the distinct strengths of each platform in different ways.” (Smith, October 2009)
Check out the Hugo BOSS watches Facebook page, here
Jean-Claude Mighty, e-commerce communications co-ordinator for Aurora Fashions commented that “While Facebook works as a great driver before an event, Twitter is an effective real-time tool to engage people as the event is happening. Afterwards, they can go back to Facebook to share images and comment. It’s about using the different networks to complete the journey.”
Well said, Mr Mighty. And as the dialogue between business and customers/customers and business spirals into ever increasing sales figures, the investment in attracting customers via online communities will continue to grow, far beyond fashion and retail.
Here’s to the evermore fashionable multi-channel journey.
Laura at Inspiration Inc