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Retail

After creating a successful pop-up shop in Facebook for their Rachel Roy brand, Jones Apparel Group decided to create a “fan shop” for their Nine West brand. Only fans of Nine West on Facebook can access the “Shop Lookbook,” and they get a 15% discount through the end of the month on the items offered.
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The flash-based store within Facebook (shown above) was easy to navigate. Several products were available, and fans are allowed to “like” and “share” them. Items are added to a shopping cart, and clicking on “Go to Shopping Bag” takes the user to the Nine West e-commerce site where they can view their cart and see the 15% discount. Its a pretty seamless experience that leverages the e-commerce site nicely.

Due to theses efforts, both of the Nine West brands have significantly increased their “fans” in Facebook. This is the equivalent of opting-in for future wall postings, which are typically promotions.

Social Retailing will continue in new and innovative ways and it is essential for retailers to recognize the need to take the store to the customers and instead of expecting customers to always seek them out.