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

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

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

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

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Overview

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

Product Details

ISBN-13: 9780470768679
Publisher: Wiley
Publication date: 10/19/2010
Series: Wiley and SAS Business Series , #39
Pages: 288
Product dimensions: 6.00(w) x 9.10(h) x 1.10(d)

About the Author

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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Table of Contents

Foreword ix

Preface xiii

Chapter 1 Introduction: Bringing Your Store to Your Customers 1

Your Customers are Speaking. are you Listening? 2

Retail 2.0 3

Retail Leaders 5

Your World is Changing-are you? 9

Notes 10

Chapter 2 Social Media 11

Definitions 13

Why Make Social Media Another Retail Channel? 14

Demographics-Not Just Kids! 17

Popular Social-Media Web Sites 17

Where to Focus 31

Today's Retailer Engagement 32

Notes 33

Chapter 3 Mobility 37

Definitions 39

Smart Phones Change it all 41

Intersection of Social Media and Mobility 44

Retail has Breakthrough Opportunity 44

Applications for Mobile Leadership 47

Retail Mobile Innovators 52

Notes 52

Chapter 4 Starbucks: It's the Experience! 55

Learning-Formulating-Innovating 55

Transforming Starbucks for the Future 57

My Starbucks Idea is Born 58

Finding out Where Customers are Hanging out 62

Starbucks Mobile 70

Digital Leadership 74

Notes 75

Chapter 5 Zappos: "Your Culture is Your Brand" 77

Committed to "Wow'ing" Every Customer 81

A Vision to Embrace E-Commerce 82

Wow Service Online 84

An Early Leader in "Zocial Media" 87

"Zocial Media" is Pervasive 91

Mobility: The Next Channel 93

Delivering Happiness: A Path to Profits, Passion, and Purpose 94

Notes 95

Chapter 6 Wet Seal: iRunway Steals the Teen Fashion Scene 97

Fast Fashion Takes Center Stage 98

Wet Seal's Fashion Community 100

Fashion-It's all Social 105

Mobile: Shop on the go 108

There's Gold in those Threads 108

Social + Mobile = A Game Changer 113

Farmville for Fashion 115

Notes 117

Chapter 7 Macy's: Shooting for the Stars! 119

Two Great Brands 119

Macy's Strategy Refreshed 121

Engaging the Customer 125

Social Media is Fashionable 126

Mobile Macy's 138

Just the Beginning? 143

Notes 144

Chapter 8 1-800-Flowers.com: "Build a Relationship First-Do Business Second" 147

Going Undercover is Revealing 148

Planting the Seeds of Success 149

Beyond Flowers 151

Leveraging Social Commerce Through Technology 152

Social Media Blossoms 154

Mobile: App of the Year 162

Innovation is a Core Strategy 163

Notes 165

Chapter 9 JCPenney: Digital Transformation 167

Building a Brand by "Winning Together" 168

From Big Book to Digital Leadership 172

Culture of Transparency 173

Social Ambassadors 174

JcPenney Loves Mobile 183

A Digital Future for a Traditional Player 186

Notes 186

Chapter 10 Pizza Hut: Creating the Perfect Pizza-Digitally 189

Topping the Pizza Market 190

Building the Yum! Dynasty 191

Value Plus Favorites = A Winning Strategy 192

Enabling Global Knowledge Sharing 194

An Innovator in Social Media 196

The "Killer App for Your Appetite" 200

Branded! Through Social and Mobile Channels 204

Listening, Engaging, Exciting! 207

Notes 209

Chapter 11 Best Buy: The Connected World 211

Growth Strategy 212

Cross-Channel: Meeting Customers Where they are 215

A Wiki Culture 218

Social Media: From the Inside Out! 219

A Web 2.0 Tool Kit is Born 221

The Hub for all Things Best Buy 223

Helping Mobile Customers "Shop, Learn, and Buy" 233

The Connected World, Take Two 237

Notes 237

Chapter 12 Analyzing Value: Social Media 239

Getting Started 239

What's the Return? 240

Mining the Gold 241

Social-Media Analytics 242

Insights to Action 250

Notes 251

Chapter 13 Conclusion: Take the Lead 253

Notes 255

Index 257

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