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

ISBN: 978-0-470-93176-9
256 pages
September 2010
Branded!: How Retailers Engage Consumers with Social Media and Mobility (0470931760) 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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