brand revival

Long Live the '90s: Coke Brings Back Surge in Amazon E-Commerce Tie-In

Posted by Sheila Shayon on September 16, 2014 10:33 AM

Facebook might not have been around in the '90s, but enthusiasts of one of the decade's most-coveted caffeinated beverages made good use of the social network to get the attention of Coca-Cola. As a result, Coke announced yesterday that it would bring back Surge soda after a 12-year hiatus—a first for Coke—and sell it exclusively on Amazon, in what is the brand's first e-commerce-only product push.

The citrus-flavored soda, which competed with PepsiCo's Mountain Dew back in its heyday, will be available in 12-packs of 16-oz. cans featuring the original Surge design for $14. The limited time offering sold out multiple times on the first day of sales.  

“If expectations are met, this may be only the first of a variety of efforts we explore to launch niche products through e-commerce relationships,” said Wendy Clark, president of sparkling and strategic marketing, Coca-Cola North America, in a press release. “This will be a great learning experience for us and a refreshing opportunity for fans.”Continue reading...

social commerce

Following Facebook, Twitter Expands E-Commerce Efforts with Buy Button

Posted by Sheila Shayon on September 9, 2014 11:28 AM

Twitter has dipped a big toe into e-commerce, launching a “Buy” button in the hopes of creating a new and robust revenue stream beyond advertising. The move follows a similar test by Facebook, and precedes what many expect to be an announcement from Apple today about a new mobile commerce platform.

The Buy button launched with an exclusive crop of brand partners, from musicians to retailers, including Eminem, Pharrell Williams, Rihanna, GLAAD, RED, the Home Depot and Burberry.

Embedded in posts for a small number of Twitter users, the button gives access to limited-edition or time-sensitive products. According to Twitter's announcement, “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun."Continue reading...

social commerce

Nordstrom, Target Turn Instagram Followers Into Sales with Like2Buy Sites

Posted by Sheila Shayon on August 27, 2014 05:19 PM

Leveraging Instagram "likes" for dollars, upscale department store Nordstrom and Target have launched Like2Buy platforms that look like Instagram and act like Instagram, but link photos directly to product pages on the retailer's site to initiate a purchase. 

“This is the first experience of its kind,” Bryan Galipeau, Nordstrom’s director of social media, told Bloomberg Businessweek. “And it’s the closest thing out there—that I’m aware of—in terms of delivering a seamless shopping experience.” Nordstrom will keep its original Instagram feed, which has nearly 530,000 followers, but link to the new shadow site. 

Instagram has 200 million engaged users who share roughly 60 million photos daily. “Everybody is trying to hack Instagram,” said Apu Gupta, cofounder of Curalate, the company that built Like2Buy, adding that so many of Instagram’s retail feeds feel like “walking into a flea market.” 

Social platforms and firms like Curalate are trying to comb through the data to present brands with social engagement metrics that can be interpreted into real-life sales leads. Just last week, Instagram and Tumblr announced new dashboards and metrics that would be available directly to brands.Continue reading...

social marketing

But First, Let Me Take a Selfie: Brands Cash In on Social Snapshots

Posted by Sheila Shayon on May 27, 2014 11:22 AM

Selfies: we've all taken one. In fact, so many people are snapping and sharing self portraits that the term was named Word of the Year in 2013 by the Oxford English Dictionary. Elevated by the likes of Ellen DeGeneres, whose Oscars selfie is the most-retweeted post ever, brands are now finding ways to cash in on the shameless snaps. 

With over 55 percent of Millennials turning the camera on themselves, brands are seeing selfies as a great way to engage with consumers on social media and with new campaigns. Sephora, for instance, has encouraged users of its Beauty Board, a Pinterest-meets-Instagram social beauty site, to document their favorite looks with selfies and tag the images with product names.

Other brands taking advantage of the selfie craze include China's Huawei, which marketed its new Honor 3C smartphone as the "best phone for a selfie lover," and French Connection, which installed a photo booth in its Regent Street store in London for customers to snap selfie photos in the brand's clothes, which were then displayed in the store's windows.Continue reading...

social commerce

Tweet-Commerce: Weight Watchers and Birds Eye Accept Selfies as Payment

Posted by Sheila Shayon on May 26, 2014 11:23 AM

It's time to change Eat at Joes to Tweet at Joes. Weight Watchers is the latest brand to open a café where the currency is social media, swapping selfies for a meal just as they’ve done by encouraging users to exchange calories for points.

In a move reminiscent of Kellogg's Tweet Shop in London and the Marc Jacobs New York pop-up that exchanged items for tweets, Facebook posts and Instagram pics, the Weight Watchers pop-up in London doled out its own-brand food for free in exchange for customers spreading the word on their social networks.

“The 'Feel Good Cafe' aims to champion choice, flavour and real food within a weight management arena that is 'swamped with negative connotations and daily contradictory advice on health and nutrition," as Marketing magazine put it about the experiment, which ended on May 23rd.Continue reading...

social commerce

Best Buy Engages with Last-Minute Holiday Shoppers Via Google Hangout

Posted by Sheila Shayon on December 18, 2013 11:52 AM

In the race for last-minute holiday retails sales, Best Buy took the social route, teaming up with Google to host a Google+ hangout Tuesday night. The effort came just one week after the retailer launched its +Post Ads.  

The Hangout, which included tech gurus from YouTube, Machinima.com and Best Buy manager Dan Duvalian—the guy in the blue employee shirt in the company's commercial—offered a menu of products that correlated with the ongoing conversation. Users that RSVP'd for the Hangout were able to comment and ask the panel questions via the #UltimateShowroom hashtag. 

"It’s a fun, new and creative way for us to interact with our customers," said Best Buy spokeswoman Carly Morris. "We know tech products are on so many wish lists this year, and by working with Google, we get to literally 'hang out' with our customers to talk about these products and give advice on what tech gifts to give this year."Continue reading...

social media

Amazon, Asos Lead the Pursuit for Retail Pin-Wins this Holiday Season

Posted by Sheila Shayon on December 17, 2013 11:13 AM

Amazon.com is the most popular retail website for sharing content on Pinterest, according to a recent study from Searchmetrics on the top 10 retail sites in the US.  Since Thanksgiving, the e-tailer has generated an average number of 16,360 pins per week, trailed by Walmart, which has 5,778 pins, and Apple, which has 3,871. QVC, meanwhile, has the highest number of followers at 42,683, compared to Walmart's 33,337.

“Amazon’s content gets pinned a lot because users are inevitably browsing its site for things that they want and things make great pins,” Mark Pinsent, social content lead at Metia, told Mobile Commerce Daily. “In many ways, people are using their Pinterest boards as their public wish lists, and obviously the idea of a wishlist is central to Amazon… Every online retailer should learn from Amazon. Have a ‘pin this’ button on every item on your site.”

Walmart has set up 10 separate holiday boards focused on entertaining, baking, gifts, decorating the tree and holiday decorating, including pins of content from other sites, while Office Depot has a board for sharing pins based on the band One Direction, and is partnering on an anti-bullying campaign.

“Group products into lifestyle buckets, which can be played out through Pinterest boards,” advises Pinsent. “I see retailers’ Pinterest boards being akin to their real-world windows displays.”Continue reading...

social commerce

Nordstrom Capitalizes on the Social Shopper with In-Store Pinterest Tie-In

Posted by Sheila Shayon on July 5, 2013 02:19 PM

While many brands are using Pinterest to drive online sales, the wildly popular image-based network is reaching back into brick-and-mortar stores with Nordstrom, marking its “most-pinned” products from the site with “P” tags at 13 of its 248 physical store locations.

“We had such a large and engaged Pinterest community already,” Nordstrom spokesman Colin Johnson told Bloomberg Businessweek. The 112-year-old brand had already been leveraging the social site, he added, “to find out what’s exciting for our customers—and what’s inspiring them.” 

Nordstrom uses items pinned by followers to help manage inventory, as an app lets its sales force access a “dashboard” that cross-references the most-pinned handbags, shoes, etc., against products in stock at that particular store. “If we’re not deep in stock in something,” Johnson says, bookmarking something on Pinterest is “not going to help the customer.”Continue reading...

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