Branded!: How Retailers Engage Consumers with Social Media and Mobility

Brennan, Bernie; Schafer, Lori

Published by Wiley
ISBN 10: 0470768673 / ISBN 13: 9780470768679
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Synopsis: 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

From the Inside Flap:

Consumers have become technology savvy: they blog about product reviews and customer service, instantly do comparison price checks from their mobile phone in a store aisle, become fans of their favorite retailers and brands on Facebook, show off their purchases on YouTube, and provide accolades—or vent complaints—to their friends and to the masses on Twitter. Successful retailers must not only find ways to differentiate merchandise strategies and stores, but also to engage with consumers where they are already spending a lot of their time: blogging, friending, tweeting, and surfing. Now is the time for executive management to jump into ongoing conversations about their companies and participate rather than sitting on the sidelines. Branded! helps you harness the power of social media and mobility to its fullest potential.

Sharing their decades of experience in retail and technology, Bernie Brennan and Lori Schafer demonstrate how social media and mobility can substantially improve a retailer's market share and brand position. Loaded with examples, Branded! provides comprehensive reviews of leading retailers who are successfully implementing social media and mobility.

Written through the eyes of retail and technology executives, Branded! explores:

  • How your world is changing. Customers are now in charge. Retailers who fail to engage will be bypassed

  • The powerful impact of social media, including Facebook, Twitter, MySpace, YouTube, Flickr, private social networks, and social gaming

  • The lightning speed in the growth of smart phones—connecting retailers and customers—regardless of time or place

  • How analytics helps you listen, quantify, and react to the impact of massive volumes of conversational data

  • The strategies of leading-edge retailers, including: Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut, and Best Buy

  • How open culture and transparency are the hallmarks of these leaders

Unlock the mystery of these rapidly emerging new channels of communication and commerce and strategically engage your customers with Brennan and Schafer's Branded!

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Bibliographic Details

Title: Branded!: How Retailers Engage Consumers ...
Publisher: Wiley
Binding: Hardcover
Book Condition: New

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