STORES Magazine - September 2008 - (Page 31)

There are mini-feeds and discussion boards and wall after wall of Target fans professing their affection for the store. One amusing discussion revolves around odd comments made by shoppers. Fans: 67,003 and counting WAWA he Wawa fan page is all about adulation. A while back the company provided information about its Hoagiefest, but it’s WaWa’s adoring fans who bring this page to life. There are some 1,300 plus “wall” posts, and one after another sing the praises of the c-store chain. “I think I live at WaWa ” writes one fan. “Every time I go home to Jersey, I head for the closest WaWa before I even unpack,” adds another. There’s even a string of messages about folks petitioning the retailer’s executives to open in states currently outside of their trading area. The opportunity to network with these devotees seems to be knocking . . . is anyone at WaWa answering? Fans: 44,481 … and counting T URBANOUTFITTERS.UK orking the fashion angle with Urban Outfitters enthusiasts, this fan page uses every opportunity to show merchandise and push product. There are chances to win tickets to local events, an announcement about an in-store meet-and-greet – even a link to find out about working for Urban Outfitters. Users can sign up for the company mailing list and a chance to “be in the know.” Still, it’s the products that sing here; there are photos galore and one click links the user to the retailer’s website. A handbag promotion provides details on the “picks” for fall; rumor has it that the company has used its Facebook page to get devoted fans to weigh in on certain styles. Fans: 29,414 … and counting W that retailers should use social networking sites to communicate who they are and what they stand for. “You can’t monetize the value of impressions, but there’s no question that there’s value in creating relationships with shoppers,” he says. Graj may be right, but there is a growing number of applications intended to help retailers “cash in” on the power of social networking. Denver-based bSocial Networks has developed Market Lodge, which allows social networkers to build personalized online stores within their profiles in less than five minutes. The tool claims to turn social networks into online bazaars where members recommend, buy and sell products. Wishlist, an application from U.K.-based Affiliate Window, allows retailers to add a Facebook link to each of the products offered on their websites. When a consumer clicks on the link, the product is added to their Facebook wishlist without their having to leave the retailer’s website. The retailers that have been on Facebook the longest and have derived the greatest value from this avenue of social networking are those that cater to the extended college crowd – encompassing those who have yet to enroll to the recently graduated. Laura Evans, an executive studio director at Resource Inter- Only 30% of the top 100 online retailers Rosetta surveyed had launched a “fan” page priate. But this is about social networking, not shopping, and retailers need to respect that.” Several retailers use their pages to invite fans to opt in to receive information or updates. “If they sign up, it’s a marketer’s dream,” Cohen says. “They’re allowing you to contact them.” Reporting, the new marketing imon Graj, co-founder of Graj + Gustavsen, a New York-based firm that specializes in brand imaging and positioning, says Facebook is a vehicle that retailers can use to bring their brands to life. “There’s no such thing as business as usual today, and that implies that retailers be open to unique ways of connecting with their customers,” he says. “It’s important that retailers be where their customers are and it’s even more important that they communicate about their brand in an authentic way.” Graj says that “reporting is the new marketing” – meaning S WWW.STORES.ORG STORES / SEPTEMBER 2008 31 http://URBANOUTFITTERS.UK http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - September 2008

STORES Magazine - September 2008 Contents Executive Editor's Page President's Page Office Depot Unveils First Green Store Dunkin’ Donuts Debuts DDSMART What Shoppers Think 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Are You a Facebook Fan? RFID Concept2Watch E-commerce Supply Chain Marketing ERP Credit Web Optimization LP Vantage Point Newsbeat Cover Story LP Program Building Biometrics Industry Perspective Customer Service Site Selection E-Commerce LOEB Retail Letter Arts Update Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - September 2008

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