Doug Mack, CEO, One Kings Lane and Kelly Mooney, Chief Experience Officer, Resource Interactive discuss 10 innovative concepts currently being deployed by leading etailers to increase marketing effectiveness, enhance customer experiences and harness social commerce. Kelly and Doug review new innovations – including if the innovation is broadly applicable to many sites, what level of business impact it should generate and if it is a sustainable strategy.
This session included real-time polling of the audience to incorporate the collective wisdom of participants into the dialog – so you can learn what innovations can help your business most – and which, if ignored, can place you at risk of being left behind.
Backcountry.com: User-Contributed Merchandising
* Backcountry.com relies on their online community to contribute to merchandising efforts by taking photos of their products being used.
* Summit crowd response: overwhelmingly positive.
* Doug’s take: Thumbs up. This particular technology will work for some companies and not others. Retailers need to think about their customers and how they’ll use the product to see if this is a good fit. For Backcountry.com, this effort was a total home run because of the nature of the products they sell. Doug also noted that Backcountry.com does an excellent job of moderating the customer submissions.
* Kelly’s take: Thumbs up. It’s not a showcase for the brand, it’s trying to help consumers making product decisions. Kelly pointed out this is a great no-cost way to showcase products in use.
Wet Seal: Social Shopping
* The goal of the “shop with friends” interface, similar to Facebook, is to allow consumers to shop and chat with friends online.
* Crowd response: mixed.
* Kelly’s take: Thumbs up. Kelly gave huge props to Wet Seal for this initiative based on the fact that they integrated a platform that their customer was already a part of. Definitely a worthy experiment.
* Doug’s take: Thumbs up. A lot of retailers are having a hard time figuring out how to use Facebook, but Wet Seal identified the perfect way to reach their consumer. Doug also liked the notion that this technology is used in real-time; bringing that aspect into the online retail experience is notable.
Resource Interactive's Kelly Mooney
Burberry: The Art of the Trench campaign
* The Art of the Trench campaign was basically an invitation to consumers to take a picture in the Burberry trench and share it with the company. Along with famous photographers, ordinary people could submit their photos, which essentially became a showcase gallery.
* Crowd response: Almost 100% loved it.
* Doug’s take: Thumbs up. The engagement with Burberry users is unbelievably “on brand.” There’s great marketing, imagery and encouragement for other users to submit. Every one of the Facebook Likes goes on someone’s Facebook page, which gives the campaign a face. Any brand could pull this off if they think it through, he said.
* Kelly’s take: Thumbs up. This campaign made Burberry cool and could potentially live on forever. It’s very proper, but also gave the trench a street appeal and made it more hip. This campaign made people feel like a part of the brand, instead of just talking at them.
Tobi Fashionista: Virtual Try-on
* The Fashionista technology literally brings the store to the consumer with virtual fitting rooms.
* Crowd response: Pretty popular.
* Doug’s take: Thumbs down. In this case, the customer has to know how to use technology to play and it feels a little bit like a showoff of technology. Perhaps too much work for the consumer.
* Kelly’s take: Thumbs up. The technology is a little clunky, but it solves a real problem for real women. Women want to purchase the correct item the first go-round, not waste time with returns. In this case, our homes have become our fitting rooms. Kelly als
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