Branded! E-Book

Bernie Brennan

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: SAS Institute Inc
• Sprache: Englisch

Seitenzahl: 351

Veröffentlichungsjahr: 2010

Beschreibung

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

Leseprobe

Table of Contents

WILEY & SAS BUSINESS SERIES

Title Page

Copyright Page

Foreword

Preface

BRANDED! FROM IDEA TO INK

ACKNOWLEDGMENTS

CHAPTER 1 - Introduction: Bringing Your Store to Your Customers

YOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?

RETAIL 2.0

RETAIL LEADERS

YOUR WORLD IS CHANGING—ARE YOU?

NOTES

CHAPTER 2 - Social Media

DEFINITIONS

WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?

DEMOGRAPHICS—NOT JUST KIDS!

POPULAR SOCIAL-MEDIA WEB SITES

WHERE TO FOCUS

TODAY’S RETAILER ENGAGEMENT

NOTES

CHAPTER 3 - Mobility

DEFINITIONS

SMART PHONES CHANGE IT ALL

INTERSECTION OF SOCIAL MEDIA AND MOBILITY

RETAIL HAS BREAKTHROUGH OPPORTUNITY

APPLICATIONS FOR MOBILE LEADERSHIP

RETAIL MOBILE INNOVATORS

NOTES

CHAPTER 4 - Starbucks: It’s the Experience!

LEARNING—FORMULATING—INNOVATING

TRANSFORMING STARBUCKS FOR THE FUTURE

MY STARBUCKS IDEA IS BORN

FINDING OUT WHERE CUSTOMERS ARE HANGING OUT

STARBUCKS MOBILE

DIGITAL LEADERSHIP

NOTES

CHAPTER 5 - Zappos: “Your Culture Is Your Brand”

COMMITTED TO “WOW’ING” EVERY CUSTOMER

A VISION TO EMBRACE E-COMMERCE

WOW SERVICE ONLINE

AN EARLY LEADER IN “ZOCIAL MEDIA”

“ZOCIAL MEDIA” IS PERVASIVE

MOBILITY: THE NEXT CHANNEL

DELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSE

NOTES

CHAPTER 6 - Wet Seal: iRunway Steals the Teen Fashion Scene

FAST FASHION TAKES CENTER STAGE

WET SEAL’S FASHION COMMUNITY

FASHION—IT’S ALL SOCIAL

MOBILE: SHOP ON THE GO

THERE’S GOLD IN THOSE THREADS

FARMVILLE FOR FASHION

NOTES

CHAPTER 7 - Macy’s: Shooting for the Stars!

TWO GREAT BRANDS

MACY’S STRATEGY REFRESHED

ENGAGING THE CUSTOMER

SOCIAL MEDIA IS FASHIONABLE

MOBILE MACY’S

JUST THE BEGINNING . . .

NOTES

CHAPTER 8 - 1-800-Flowers. com: “Build a Relationship First—Do Business Second”

GOING UNDERCOVER IS REVEALING

PLANTING THE SEEDS OF SUCCESS

BEYOND FLOWERS

LEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY

SOCIAL MEDIA BLOSSOMS

MOBILE: APP OF THE YEAR

INNOVATION IS A CORE STRATEGY

NOTES

CHAPTER 9 - JCPenney: Digital Transformation

BUILDING A BRAND BY “WINNING TOGETHER”

FROM BIG BOOK TO DIGITAL LEADERSHIP

CULTURE OF TRANSPARENCY

SOCIAL AMBASSADORS

JCPENNEY LOVES MOBILE

A DIGITAL FUTURE FOR A TRADITIONAL PLAYER

NOTES

CHAPTER 10 - Pizza Hut: Creating the Perfect Pizza—Digitally

TOPPING THE PIZZA MARKET

BUILDING THE YUM! DYNASTY

ENABLING GLOBAL KNOWLEDGE SHARING

AN INNOVATOR IN SOCIAL MEDIA

THE “KILLER APP FOR YOUR APPETITE”

BRANDED! THROUGH SOCIAL AND MOBILE CHANNELS

LISTENING, ENGAGING, EXCITING!

NOTES

CHAPTER 11 - Best Buy: The Connected World

GROWTH STRATEGY

CROSS-CHANNEL: MEETING CUSTOMERS WHERE THEY ARE

A WIKI CULTURE

SOCIAL MEDIA: FROM THE INSIDE OUT!

A WEB 2.0 TOOL KIT IS BORN

THE HUB FOR ALL THINGS BEST BUY

HELPING MOBILE CUSTOMERS “SHOP, LEARN, AND BUY”

THE CONNECTED WORLD, TAKE TWO

NOTES

CHAPTER 12 - Analyzing Value: Social Media

GETTING STARTED

WHAT’S THE RETURN?

MINING THE GOLD

SOCIAL-MEDIA ANALYTICS

INSIGHTS TO ACTION

NOTES

CHAPTER 13 - Conclusion: Take the Lead

NOTES

Index

WILEY & SAS BUSINESS SERIES

The Wiley & SAS Business Series presents books that help senior-level managers with their critical management decisions.

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Copyright © 2010 by SAS Institute Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Brennan, Bernie.

Branded! : how retailers engage consumers with social media and mobility / Bernie Brennan, Lori Schafer. p. cm. - (Wiley and SAS business series)

Includes index.

ISBN 978-0-470-76867-9 (hardback); ISBN 978-0-470-93173-8 (ebk); ISBN 978-0-470-93175-2 (ebk); ISBN 978-0-470-93176-9 (ebk)

1. Internet marketing. 2. Social media-Economic aspects. 3. Branding (Marketing) 4. Online social networks. 5. Telemarketing. I. Schafer, Lori. II. Title.

HF5415.1265.B744 2010

658.8’72-dc22

2010029406

Foreword

I first met Lori Schafer at the SAS Institute 2010 Executive Global Forum in Seattle, Washington, where I was presenting a session on social media. Talking with Lori briefly afterward, I knew right away that I wanted to contribute to this book: Business is my passion, and my vision for the next generation of consumers—my nine-year-old son and his peers in particular—is that their retail experiences be driven less by interruptive advertisements and more by the wealth of information available through shared, or social, media, delivered to them wherever they are.

When Lori introduced me to Bernie Brennan, I knew that this book was the real deal: Bernie’s retail expertise speaks for itself. Together, the two have produced an insightful and practical book for retailers or anyone engaging with customers interested in social media and its application to their business. The retailer stories are well chosen and well researched: While you may have heard anecdotes related to some of them regarding their use of these new digital channels, the detail in these reviews and the analysis that accompanies them will provide you with a new level of understanding of how the combination of social media and mobility is driving brands like Starbucks, Zappos, Wet Seal, Macy’s, 1-800-Flowers.com, JCPenney, Pizza Hut, and Best Buy. Best of all, you’ll see how you can tap the knowledge that these brands have amassed around social media and mobility and adopt them in your own business.

Through social media, consumers are sharing their own stories and experiences: In technical terms, they are creating content to inform other consumers, competing for attention—and winning— alongside your advertising programs. Consumers also are collaborating, working together to sort out the best products and services, the best deals, and the best places to buy. As a retailer, your antennae should be fully extended: The combination of social media and mobility truly represents a significant shift in how the retail experience plays out. Branded! will show you why—at a level of detail and with a sense of business maturity that translate directly into practices potentially beneficial to your own organization.

Branded! takes an in-depth, retailer-specific approach: Not only does the book tell you who is doing what, but it also tells you why and how, showing the early successes in this technology-driven media form. Learn how Starbucks is combining loyalty and payment without physical cards or cash. (Answer: Mobile.) Discover how Best Buy crowd-sources near-instantaneous answers to consumers’ technology questions. (Answer: Twitter-based Twelpforce.) And, how Wet Seal is increasing its per-transaction, in-store sales. (Answer: Connecting with Facebook and selling outfits, rather than items.) Find out how Pizza Hut is discovering—ahead of its competitors—what its customers really want on their pizzas and then giving it to them. (Answer: Comprehensive social-analytics and a mobile-friendly, social-media program.) Learn, too, how Zappos has come out of nowhere to be one of the best-known online brands. (Answer: Customer delight and branding its culture through social media with one third of its employees on Twitter.)

Beyond these detailed retailer accounts, Branded! takes you into the new world of social-media and mobile-driven retail. A world where connected consumers are making decisions about the goods and services they buy for their families using the iPhone, Android, and similar next-generation smart phones with built-in GPS and bar code scanners. Forty years ago, Walmart founder Sam Walton said to his associates, “When you have a question, go to the store. The customer has the answer.” Sam could not have been more prescient: Whether comparing competing brands of bottled water or fresh bread, today’s savvy shopper can scan the product’s UPC code and obtain—instantly and inside your store—the manufacturer’s carbon footprint, investment practices, and a summary of its corporate responsibility efforts, along with ratings, reviews, and a map to a nearby competitor where the identical item is available for less. Having that information right in the palm of the consumer’s hands changes her retail experience. In the process, it also changes yours, and at the heart of Branded! are best practices and analytical techniques you can apply—today—to put yourself back on an even footing with your customers.

You owe it to yourself, to your colleagues, and to your stakeholders to read this book. You’ll be glad you did.

Dave Evans

Author of Social Media Marketing: An Hour a Day and the forthcoming Social Media: The Next Generation of Business Engagement, and

Co-founder, Digital Voodoo

Preface

As co-authors, we begin this preface first from our individual perspectives of how and why we partnered on writing this book. The powerful intersection of retail, social media, and mobility offers new and unique opportunities for retailers to engage with their customers. Our backgrounds in both retail and technology gave us the courage to embark upon this writing journey—a significant effort with a simple purpose. Our primary intent is to stimulate your mind on how to effectively use these new channels to better communicate with your customers as the retail industry moves even faster into the digital era.

Lori Schafer …

In one form or another, I’ve spent the past 25 years of my career focusing on the intersection of retailing, consumers, and technology. At heart, I’ll always be an entrepreneur who loves the retail and consumer-goods industries, and the strategic impact of innovative technology in continually reshaping their future.

I first met Bernie Brennan in 1999, when I was CEO of Marketmax, a retail software company. Bernie is a well-known retail executive with focus, deep knowledge, and experience. In our first meeting, I described my company and explained the value of its products. As a former retail CEO, he immediately grasped the business application, value, and financial metrics for everything I told him about the company and its software solutions. He knew retail; I knew technology. It seemed like a perfect match. Shortly thereafter, Bernie became an investor in the company, and he ultimately became managing director, working closely with me until the company was acquired by SAS Institute in 2003. Our relationship was initially challenging, given our diverse backgrounds, styles, and personalities, but over the years we formed a deep mutual respect and ultimately a strong friendship based on our appreciation of the ways in which our two worlds of retail and technology intersect.