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
Foreword. Preface. 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. SOCIAL + MOBILE = A GAME CHANGER. 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. VALUE PLUS FAVORITES = A WINNING STRATEGY. 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.
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