1. 4/12
What’s In Your Little Black Bag?
Mobile Customer Service Done Right…And Wrong
The Macy’s Mantra: Customer at the Center
Help Inspire Oscar de la Renta
And more

2. PINTEREST DRIVES TRAFFIC 4/12
TO RETAILERS
Pinterest has introduced a new aspect to social media by giving users the ability
to create online pin boards made up of digital images from the Internet. These
virtual boards allow users to create multiple boards of different categories,
displaying small pictures (pins) of recipes, fashion, crafts, humor and so much QR CODES TO
more. INCREASE VIDEO
Pins make it easy for users to see
what they like and share it with TRAFFIC
others. Most major retailers have Circa Jewels is giving customers a look
already caught on to the Pinterest behind the scenes of its most recent
fad and have designed their pin campaign through a QR code. Circa
boards as part of their marketing Jewels is a jewelry-buying house that
strategies. The top retail Pinterest attempts to purchase antique and
profiles include Modcloth, West Elm, modern jewelry. This is the company’s
Nordstrom and HGTV. second QR code campaign. The QR
code connects to a video, allowing you to
The innovative social media site’s see why the brand is so unique.
traffic has increased 429 percent in
the last quarter. An infographic from The campaign will have the QR codes in
Monetate shows how Pinterest has gained an advantage over Google+ by driving print advertisements in Hearst’s Town &
referral traffic to retailers. Retail brands should learn more about Pinterest and the Country and Harper’s Bazaar magazines.
site’s ability for marketing versus other social media. Retailers need to capitalize A four-page spread in this month’s issues
on all networking sites, but they also need to learn which social media sites suit includes two pages with company
their companies’ needs the best. locations and a customer service phone
number. The other two pages contain a
Read the full article here. QR code that when scanned leads to a
blog post and video about the company’s
new campaign. The video takes
consumers behind the scenes of the
advertising creations.
Using video has become increasingly
WHAT’S IN YOUR popular among luxury brands. A QR
code that provides more than a website
LITTLE BLACK BAG? link can be a great tool. It can give
consumers a glimpse into a brand’s
creative side beyond static
Retailers are looking for ways to make the online shopping experience more advertisements.
compelling and interactive: not only with people, but brands as well.
Little Black Bag is a new online shopping experience based on the Japanese Read the full article here.
concept of the “lucky bag sale.” Shoppers get to choose a mystery “Little Black
Bag” of top-brand fashion and beauty products. After seeing what is in their bags,
customers have a week to search the site’s marketplace to trade their items and
build an ideal set. When the time limit and swapping is complete, the bag is sent
to the customer.
The company says their experience puts fun and excitement back into shopping
and allows consumers to discover and experience new products. This new idea
could be risky, but it can make the online shopping experience seem more
appealing. Little Black Bag is capitalizing on the element of surprise, and the
trading capability is an added plus. If Little Black Bag advertises well and
continues to use different brands in their bags, this could be one of the most
creative ways to engage online shoppers.
Read the full article here.

3. TIFFANY & CO. SHOWS 4/12
TRUE LOVE
Tiffany & Co. is trying to bring the aspect of true love to the company’s website,
not just the merchandise. If someone is emotionally involved with an
MOBILE CUSTOMER
advertisement or product, they are more likely to purchase. So the newest SERVICE DONE
installment of Tiffany’s campaign “What Makes Love True” allows photographers
and consumers to upload candid photos of what true love is to them.
RIGHT…AND WRONG
The growing number of smartphones in
The website www.whatmakeslovetrue.com
has four separate sections, from stories to America has in turn created a growing
photos. In mid-January, consumers were number of mobile online shoppers.
able to start submitting their photos for use Customer service is always No. 1 on any
on the site, some of which will be chosen retailer’s priority list, and some retailers
for the Instagram gallery. have taken mobile customer service to a
new level. Others, however, are not taking
This campaign has included videos, stories, customer content and songs. Tiffany advantage of the returns a proper mobile
has created an environment and lifestyle that also promotes the brand. What site could bring to their companies.
makes love true? The answer is different for everyone, and the unique media
approaches Tiffany has formed allow each consumer to take away a personal
response. The rising use of apps and media such as Instagram and Pandora is There are many different ways to replicate
certain to boost knowledge and consumer interest in this campaign. great customer service on mobile sites.
Macy’s has used a text alert program to
Read the full article here. inform users about one-day online sales.
Sephora’s tactics are another excellent
example of giving consumers the best
possible mobile experience. Sephora’s
user-based reviews and product
recommendations add opportunities to
increase and improve customer service.
Some companies’ mobile sites, like
LET’S GET SOME SHOES Target’s, do not include related products or
have deals directly on product pages.
Mistakes like these are small but can
DSW, a footwear and accessories certainly cause customer inconvenience.
retailer, recently realized the
potential of QR codes and is
placing them on static magazine Discovering which mobile resources would
ads to engage customers. The increase customer service for your brand is
springtime advertisement reads, a must. The importance of user-friendly
“Where’d You Get Those Shoes?” mobile sites with excellent customer
To the lower left of a model service will only increase as time goes on.
wearing brightly colored shoes is a
QR code that takes readers to the Read the full article here.
upcoming season’s fashions on
DSW’s mobile site. Multiple categories and a search function provide a broad
shopping experience for customers.
QR codes allow advertisers to engage their audiences further by bringing print
campaigns to life in the mobile channel. The code can also help build a
customer/brand relationship. Using QR codes provides instant access to mobile
sites that hopefully the retailer has spent a lot of time enhancing. QR codes can
provide any static advertisement with the burst of life it needs as well as a simple
link to allow purchases. This marketing effort is one to be utilized, especially in the
retail industry.
Read the full article here. Photo by Marcus Q on Flickr.

4. BOOMERS SHOP ONLINE TO 4/12
SAVE MONEY
Every generation loves a bargain. Baby Boomers especially do. A recent
shopping behavior study shows 52 percent of shoppers 50-54 are purchasing
health and beauty products online; this is more than any other age group.
Furthermore, 29 percent of this age group has also bought food and beverage
products online. These products are sold as a great price online, which shows that J.C. PENNEY TAKES US
Boomers, more so than any other age group, take advantage of getting value for BACK TO THE
their dollar.
GOOD OL’ DAYS
According to a 2011 survey, 73 percent of shoppers were buying more online,
although their overall shopping habits hadn’t changed. Concerns over purchasing J.C. Penney has a rich, 110-year history in
groceries online, such as expiration dates or shipping costs, are still relevant to the retail industry, and CEO Ron Johnson
the growing customers of online shopping. If the Boomers help this market is giving this department store’s marketing
continue to grow, however, companies will make improvements to make shopping and sales system a transformation using a
online for grocery and packaged goods even easier and more convenient, and will simple pricing strategy.
further the horizons of online shopping for everyone.
There will be three prices: “Everyday,”
Read the full article here. “Month-Long Value” (seasonal/theme
sales) and “Best Prices” (clearance). All
prices will end in “0” instead of the usual
“99” or “50” and there will be just one price,
instead of “marked down from.” Along with
NEIMAN MARCUS USES this simple change, every J.C. Penney
store will also have a Town Square with
CUSTOMER PURCHASE HISTORY complimentary services and free food.
Will this new strategy bring back customers
TO ASSIST STAFF or even bring in a new crowd? If J.C.
Penney puts great products and excellent
Neiman Marcus is advancing the in-store shopping experience using mobile service behind its pricing strategy and new
phones to allow the staff to have more knowledge about the customer instantly. marketing campaign, it most definitely will.
The store is currently testing its NM Service app in select stores. However, backing up what the company
has advertised will be a necessity for the
Participating customers will have success of this transformation.
information on new products, events
and an in-store staff listing provided to
them via NM Service. In turn, the in-
store sales assistants have their own
version of the app, which alerts them
when a participating customer is in-
store. Sales staff will have access to
the customer’s purchase history, in-
store and online. There will also be an
image from the consumer’s Facebook
page so sales assistants can easily
identify customers, and a messaging
service so the customer and Read the full article here. Photo by Andy
associates can communicate. Callahan via Flickr.
Neiman Marcus is attempting to give employees information about individual
customers to build an even stronger relationship with that consumer.
Understanding the consumer allows the associate to not only try and help, but
also make suggestions that are suited for that individual. Loyal customers should
find this new technology helpful, and it will forge an even stronger
consumer/brand relationship.
Read full article here. Photo by Jimmy Smith via Flickr.

5. 4/12
WALGREENS TAPS MOBILE
CHECK-INS FOR REWARDS
Walgreens is upgrading its mobile strategy with several different ways for THE MACY’S MANTRA:
customers to engage and receive rewards. The company is using a variety
of social media and app approaches. Walgreens’ goal for customer CUSTOMER AT
check-ins on mobile devices is to alert customers of deals and events.
Walgreens is working with LocalResponse, a location-based service, on
THE CENTER
mobile and social media strategy. LocalResponse’s technology scours
Macy’s has 70 percent of American
check-in services, recognizes which location a user is visiting and can send
households shopping within the company’s
out a store-specific offer to that customer via Twitter. Tweeting a check-in
stores at least once a year. To make that
allows LocalResponse to connect with the customer and send a special
huge customer base more loyal, the
offer from the Walgreens Twitter account within a minute.
company is putting the customer at the
center of every business decision. In a panel
Mobile check-ins have grown increasingly popular, but it is rare to find them
discussion at Retail’s BIG Show, Macy’s
connected to a deal or reward for the customer. Privacy may be an issue
CMO, Peter Sachse, spoke on developing
with some users, but a site-based reward should ease their nerves about
and retaining loyal shoppers. The message
sending their location into cyberspace. Some people will do anything for a
from Macy’s was to focus on the customers
deal, and Walgreens makes it easy to get a discount. This reward-based
you have. Making current consumers happy
check-in campaign is sure to bring in a lot of traffic; other retailers should
will bring a lot more to your company than
look into this as a potential strategy for their brands. Mobile check-ins could
trying to get all new customers.
be the reward cards of the future.
Treating your customers well and your best
Read the full article here.
customers better are the basics of
strengthening customer loyalty. This sounds
easy enough, but it is necessary to get the
entire organization behind the effort.
Customer data speaks loudly about what
consumers want. Listening and adapting to
HELP INSPIRE OSCAR customer feedback has helped Macy’s make
changes through their entire organization.
DE LA RENTA Following through with the plan for excellent
customer service and experience in all stores
Oscar de la Renta needs you for inspiration. His label has recently will depend on whether or not the entire
launched an interactive website called “The Board” where customers and organization steps up to the plate.
fans can upload images to inspire Oscar de la Renta and his team as they
work on their upcoming Resort collection.
Customers upload images of fabrics, colors,
people, places anything they like – and add
short captions about why the images inspire
them. The revolving board is the first thing
you see on the site. Scrolling over an image
allows you to share it using Facebook, Twitter
or Pinterest. An informational video on the
page lets Oscar de la Renta tell more about
the creative process behind The Board.
The idea of The Board is for fans to share
their inspirations with Oscar de la Renta
himself. User-generated content is extremely
powerful and drives users to want to interact
with the brand. This creative idea has taken off with customers, and the Read full article here. Photo by Daniel Cruz
virtual corkboard is full of various photographs. This unique website will via Flickr.
allow the design team to better understand the audience they are
designing clothes for.
Read the full article here. Photo by Lemon Tank via Flickr.

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