Social media case study: TM Lewin

TM Lewin Engaging customers with social media @freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376

TM Lewin was established in 1898 in Jermyn Street, London
They now have more than 60 stores across the UK
TM Lewin are renowned for their strong catalogue and
online sales offering
TM Lewin – business dress outfitters

TM Lewin’s social media goals
Position themselves as an authority on business dress
Engage current TM Lewin customers
Reach prospective customers
Engage with new audiences

Our solution: “Off the Cuff” We built TM Lewin an online community called “Off the Cuff”. The community is integrated with TM Lewin’s ecommerce site.

Key features: informative blog posts All staff at TM Lewin, from the CEO down, are encouraged to blog in order to engage customers.

Interactive content Practical business wear tips are passed on to community members through short video clips.

Personalised advice from experts “ Off the Cuff” members can ask the experts for business dress advice in the style surgery.

Addressing customer issues “ … shirts for my size are usually too narrow but I’ve never tried a classic. I have a 44" chest 36' waist can anyone shed some light?” “… At present our slim fit shirts are really more semi fitted so I don’t think you will have any problems with them being too fitted” “ Seriously, TM will always have my business and in fact I have turned some of my co-workers on to the site” TM Lewin are using “Off the Cuff” to improve customer service and develop advocacy.

Engaging customers on multiple platforms “ Off the Cuff” is the TM Lewin hub but engagement is happening across other social media platforms.

Thanks to “Off the Cuff” customers spend
more time on the main
ecommerce site.
22%

the conversion rate has increased… Twice People who enter the community are as likely to convert on their first site visit.

return visits to the site are higher… 1/2 the visits to the community are from return vistors.

members are engaged worldwide... 43% visitors are from outside the UK Community members are from 134 different countries

and are visiting the site for advice... 52,000 visits to the business dress advice sections of the community

customers are feeding back ideas… 180 Bright ideas emailed to TM Lewin in just a few weeks

including product ratings and reviews. Reviews submitted in the first few weeks 200

Future plans for “Off the Cuff”
More themed content and videos on the site.
Usability testing to make site improvements
Roll out to womenswear
Updating look and feel of the community

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Social media case study: TM Lewin

by FreshNetworks on Jul 13, 2010

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Social media case study: TM Lewin — Presentation Transcript