Interesting article on Internet Retailer recently about how Bloomingdale’s is trying to reach out to a younger audience through social retailing. Shopping is a very social activity, but it is difficulty to have a group shopping activity online.
So Bloomingdale’s came up with an interactive sales floor where not only will shoppers be able to view themselves in outfits, their friends can recommend additional outfits as well as leave comments and suggestions.
If web-based social networking can work wonders as a marketing and branding tool, online social retailing just might do the same for in-store retailing”, says Tom Nicholson, CEO of IconNicholson.“We see this is a way of bringing the power of the web into stores to support customer sales.”
Tooday’s young tech-savvy shopper expects to be connected 24/7 with her friends even while she shops,” adds Frank Doroff, senior executive vice president and general merchandise manager for Bloomingdale’s. “Social Retailing enhances that ability to connect and I expect will draw new, younger shoppers to our stores.”
The impact on social networks on retail stores is something that I will be writing a lot about in the next week. We are starting to see some data that social networks and social retailing are driving traffic and sales to web sites.
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