Saturday, January 15, 2011

The National Retail Federation (NRF) publishes great articles.

Here is an excerpt from Retail's BIG Blog January 12/11 posting "Not on Facebook? Here’s why you should be" by Margaret Case Little, Communication Manager.

Margaret interviewed Bernie Brennan to get his views on social media and mobility as a retail game changer. With a recently published best-selling book on the significant opportunities that retailers have to build market share by amplifying their culture and strategy through these new digital channels, Bernie’s insights into this component of the evolving industry are worth a read.

"In your book, “Branded!: How Retailers Engage Consumers with Social Media and Mobility”, you write about retailers who are successfully implementing social media and mobility strategies. What made you want to write the book?

We believe that the rapid emergence of the “digital era” represents the most dynamic change in the relationship between retailers and consumers in the history of retail. Because this paradigm change is so dramatic, the degree of implementation on the part of retailers varies substantially. We were encouraged by industry leaders as well as executives of NRF to write a book directed to the executive leadership of retailers, as opposed to a technical book.
What are the three most innovative social media tactics you’ve seen utilized recently?

Frankly, there are many, and new initiatives are being implemented almost daily. To answer your question specifically, here are three compelling initiatives:

1. Commerce on Facebook. This enables customers to be interactive, discussing planned purchases, while they shop online. There are three proactive retailers: was the pioneer, Best Buy, and JCPenney, who are executing this strategy and are featured in Branded!

2. Localization is a compelling strategy that relates to dealing with customer needs on a local level. Now with the use of social media networks and location-based mobility, the retailer can truly serve individual stores’ local needs. Macy’s and Best Buy are leaders in this initiative.

3. Effective use of Twitter. Success of Twitter is based on a company’s open culture, and hiring, empowering, and inspiriting associates to be ambassadors of the company. Zappos is the industry leader in the social media channel."

We invite you to read the balance of Margaret's NRF blog posting. is a locally-focused sales, marketing and distribution network enabling retailers and restaurants to offer 1-Hour Personal Shopping & Delivery as an additional channel for consumers to purchase their favorite products online.

Please let us know if you'd like us to publish more of similar retail-oriented articles on blog.

Happy Shopping !


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