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

ISBN: 978-0-470-76867-9
288 pages
October 2010
Branded!: How Retailers Engage Consumers with Social Media and Mobility (0470768673) cover image
Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies.
Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!:
  • Provides a clear review of social media as well as the rapid changes in the development and use of mobility.
  • Demonstrates why retailers cannot 'wait and see', and must move rapidly
  • Shows how each company's social media and mobility initiatives are based on the individual personality of the company.
  • Discusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data
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Foreword.

Preface.

Chapter 1 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?

Notes.

Chapter 2 Social Media.

DEFINITIONS.

WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?

DEMOGRAPHICS—NOT JUST KIDS!

POPULAR SOCIAL-MEDIA WEB SITES.

WHERE TO FOCUS.

TODAY'S RETAILER ENGAGEMENT.

Notes.

Chapter 3 Mobility.

DEFINITIONS.

SMART PHONES CHANGE IT ALL.

INTERSECTION OF SOCIAL MEDIA AND MOBILITY.

RETAIL HAS BREAKTHROUGH OPPORTUNITY.

APPLICATIONS FOR MOBILE LEADERSHIP.

RETAIL MOBILE INNOVATORS.

Notes.

Chapter 4 Starbucks: It’s the Experience!

LEARNING—FORMULATING—INNOVATING.

TRANSFORMING STARBUCKS FOR THE FUTURE.

MY STARBUCKS IDEA IS BORN.

FINDING OUT WHERE CUSTOMERS ARE HANGING OUT.

STARBUCKS MOBILE.

DIGITAL LEADERSHIP.

Notes.

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.

Notes.

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.

Notes.

Chapter 7 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.

Chapter 8 1-800-Flowers.com: "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.

Notes.

Chapter 9 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.

Notes.

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!

Notes.

Chapter 11 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.

Notes.

Chapter 12 Analyzing Value: Social Media.

GETTING STARTED.

WHAT’S THE RETURN?

MINING THE GOLD.

SOCIAL-MEDIA ANALYTICS.

INSIGHTS TO ACTION.

Notes.

Chapter 13 Conclusion: Take the Lead.

Notes.

Index.

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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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October 27, 2010
BRANDED! HOW RETAILERS ENGAGE CONSUMERS WITH SOCIAL MEDIA AND MOBILITY

"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

Hoboken, New Jersey, October 27, 2010, John Wiley & Sons, Inc.,-In this day and age, it’s common to see companies using social media to promote their products. Statistics have shown that forty-eight percent of Americans have personal profile pages on Facebook, MySpace, LinkedIn, or other social-networking sites, and this figure has doubled in the last couple of years. Many organizations have realized that consumers no longer buy products without first looking online for competitive pricing, so they’re using social networks, YouTube, mobile apps, and the likes to bring their websites to consumers with enticing deals and discounts. Written by retail and technology experts Bernie Brennan and Lori Schafer, BRANDED! HOW RETAILERS ENGAGE CONSUMERS WITH SOCIAL MEDIA AND MOBILITY (John Wiley & Sons, $29.95) includes detailed interviews and stories of the successful use of social media and mobility by some of the most prominent retailers and restaurants. 

As per Bernie Brennan “Branded! provides important information on the impact of social media and mobility in the retail and quick serve restaurant industries. It reviews the power of technology savvy consumers using these new communication channels. Equally important, Branded provides relevant information to executives in consumer-facing industries with unique insights though the successes of major retail leaders in this new digital era.” Lori Schafer adds that “retailers can no longer expect customers to find their stores.  They must bring the store to the customer—where she spends her time – on social media and on her phone.”

BRANDED! comprehensively reviews how retailers use social media and mobility to extend their strategy and culture, while improving market share and brand equity. It further discusses the importance for retailers to embrace transparency and engagement both with their employees and customers.  Branded devotes chapters to retail leaders including: Starbucks, with more than 14 million Facebook fans; Zappos, whose culture is its brand, with over 1.7 million follower on Twitter; Best Buy, a visionary leader in the “Connected Word;”  Wet Seal, an innovator in teen engagement through its Outfitter social network; Macy's, using its digital hub to engage customers across all channels;  JCPenney, embarking on a digital transformation through open culture; Pizza Hut, with its award-winning "killer" iPhone app & ubiquitous Tweetologist; and 1-800-Flowers.com, a trailblazer in mobile and social shopping.  This book is essential reading for leaders of all consumer-focused companies including boards of directors, CEOs, CFOs, CIOs, merchandising and marketing executives, operational executives, and industry consultants.  

ABOUT THE AUTHORS: 

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 SAS Institute's Retail Practice. Schafer, an entrepreneur with twenty-five years of experience in retail and consumer-packaged goods' technology, was CEO of Marketmax, Inc., and 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.  

Please visit: www.brandedretailer.com for additional information. 

BRANDED!

How Retailers Engage Consumers with Social Media and Mobility

Published by John Wiley & Sons, Inc.

Publication date: October 25, 2010

$29.95; Hardcover; 264 pages; ISBN: 978-0-470-76867-9

 

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