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ELECTRONICS IS NON-STOP in its pursuit of fashion customers! Now the marketing is in overload with a number of wild new tactics that guarantees the industry will go to almost any length to move product. It’s a psychological fast path and you can credit retailers for the big push forward!

Online programs are hitting hard with mobile, social and location-based services, many of which seem to have little if any connection to apparel and accessories.   Leading the new directions race recently was Imran Jooma, president of e-commerce at Sears Holding Corporation.  Talking at the Internet Retailer Conference in Chicago recently, Jooma asserted:  “Build trust.  Build excitement and, when needed, translate that into commerce.”

As one industry publication said, “It is all about making it easier for the customer.”

YOU CAN MAKE IT EASY FOR YOURSELF BY FINDING PRODUCTS THAT ARE AS UP-TO-DATE AS THE NEW ELECTRONICS WAVE.  HERE ARE SOME EXAMPLES:

 

            

           

                             Love Lost, On Line

 

BUT LISTEN TO THIS for taking things into cyberspace and beyond:  A recent social services innovation at outdoor gear retailer Moosejaw includes a Break Up Service!  Recently, Moosejaw employees phoned 200 unsuspecting lovers to inform them “it’s over.”  Tough job!  (The company also made a few love connections along the way, hooking up several of the just jilted.) 

And if that isn’t enough, Sears is introducing a new mobile service called ManageMyLife, aimed at helping consumers plan home projects, seek advice from an online community and use their phones to place grocery and merchandise orders for pickup or home delivery. 

How does this possibly connect to selling handbags, you might ask?   Hey, you’re about to find out!

                                          Facebook Ad Maker

 

TAKE A LOOK at another tactic gaining popularity with retailers.  With this technique, the Facebook Thumbs Up “like” button is attached to items offered online. When consumers indicate they like a product, that endorsement is published as a News Feed item on their Facebook pages.  The benefit?  It facilitates word-of-mouth recommendations.

Andrew Koven, president of customer experience and e-commerce at Steve Madden says “getting people to talk about a brand with little or incremental cost is going to have an impact.”  He calls it all “predictive remarketing” explaining it like this with one of his social marketing brainchildren:  when somebody visits the Madden site and then goes on to USA today to check the stock market, a Madden display ad will be displayed on the stock page.  Wow!

Of course, all of this assumes that people will either like (or at least put up with) constant advertising input.  I would personally never visit a site like that twice.  But hey, look how out-of-sync I am:

   –Because retailers are making all kinds of important and positive inroads into consumer mindsets with these new, if off-beat, strategies.

                                                   Play and Win

AMONG OTHER THINGS, they induce consumers to play games like Jimmy Choo’s “Catch a Choo” scavenger hunt.  It falls under the same game plan.  Some 4,000 participants played, and Choo got a 40 percent increase in positive comments posted on line plus a 33 percent rise in sneaker sales.

Sears, which is particularly active in this arena, saw its online sales hit $2.8 billion last year.  Overall, U.S. online retail sales were $38.7 billion in the first quarter of this year alone.  

It’s a whole new world out there!

HERE ARE SOME OF THE HOT CYBER PRODUCT TYPES THAT ARE PUSHING ON LINE SALES:

 

Comments (0) Posted by Mary McGarry on Monday, July 12th, 2010


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