Branded! How Retailers Engage Consumers with Social Media and Mobility

ISBN-10: 0470768673

ISBN-13: 9780470768679

Edition: 2010

Authors: Bernie F. Brennan, Lori J. Schafer

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Social media is having a major impact on marketing. It is the glue that leverages the consumers' views and opinions across all elements of a retailers' business. Retailers are becoming aware that social media offers promising ways they can benefit from it, such as improving brand awareness, listening to consumer sentiments, creating incentives to drive cross-channel traffic and purchases, building content-focused communities to improve loyalty, enticing consumers to try new products, understanding assortment preferences and improving customer service.Analytics are essential to a retailers' success in leveraging social media and mobility. The amount of data produced by these new channels is explosive. Quick and effective analysis of this data and resulting actions are essential to achieving business benefit. Analytical tools exist for retailers to listen, learn, react and engage with consumers within and across social media, mobility and other channels. The more a retailer engages with these tools, the savvier it becomes about consumers and their preferences.Written in a blog format to help retailers experience interactive dialog in this rapidly growing communication vehicle, this book will create awareness of social networking and mobile technologies and the significant impact these channels are already having on retailers; provide specific examples of social media and mobility business applications ; explain why companies need to act now; describe the analytical tools necessary to make informed decisions on the data; demonstrate how to use social media to leverage brand equity across the entire business; and recommend a process for building a comprehensive strategy and action plan.
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Book details

List price: $23.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 11/2/2010
Binding: Hardcover
Pages: 288
Size: 6.25" wide x 9.50" long x 1.00" tall
Weight: 1.034
Language: English

Introduction: Bringing Your Store to Your Customers
Your Customers are Speaking. are you Listening?
Retail 2.0
Retail Leaders
Your World is Changing-are you?
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
Smart Phones Change it all
Intersection of Social Media and Mobility
Retail has Breakthrough Opportunity
Applications for Mobile Leadership
Retail Mobile Innovators
Starbucks: It's the Experience!
Transforming Starbucks for the Future
My Starbucks Idea is Born
Finding out Where Customers are Hanging out
Starbucks Mobile
Digital Leadership
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
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
Macy's: Shooting for the Stars!
Two Great Brands
Macy's Strategy Refreshed
Engaging the Customer
Social Media is Fashionable
Mobile Macy's
Just the Beginning�
Notes "Build a Relationship First-Do Business Second"
Going Undercover is Revealing
Planting the Seeds of Success
Beyond Flowers
Leveraging Social Commerce Through Technology
Social Media Blossoms
Mobile: App of the Year
Innovation is a Core Strategy
JCPenney: Digital Transformation
Building a Brand by "Winning Together"
From Big Book to Digital Leadership
Culture of Transparency
Social Ambassadors
JcPenney Loves Mobile
A Digital Future for a Traditional Player
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!
Best Buy: The Connected World
Growth Strategy
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
Analyzing Value: Social Media
Getting Started
What's the Return?
Mining the Gold
Social-Media Analytics
Insights to Action
Conclusion: Take the Lead
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