Tesco
Branded!
Book

Branded!

How Retailers Engage Consumers with Social Media and Mobility

Bernie Brennan and Lori Schafer
Wiley, 2010

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Editorial Rating

7

Recommendation

Bernie Brennan, former chairman and CEO of Montgomery Ward, knows practically everything about retail. Lori Schafer has 25 years’ experience as a retail technology expert and understands the Internet inside and out. Their retailer’s guide to social media and mobile technology will teach you how to use these marketing channels to move the most merchandise to the broadest online customer base. Though Brennan and Schafer’s ideas seem a little late to market, getAbstract recommends their book for its valuable case histories showcasing prominent retail firms’ mobile-marketing campaigns and their activities in the social media world. This is a solid lesson plan for retail executives who want to harness the Internet’s retail sales and marketing channels.

Take-Aways

  • To become a successful “cross-channel retailer,” combining brick-and-mortar stores and model online outlets, emulate Best Buy, JCPenney and Macy’s.
  • In 2009, retailers sold almost $135 billion in goods online.
  • Social media and mobile devices have a notable impact on retailing because they fully engage customers.

About the Authors

Bernie Brennan is the former chairman and CEO of Montgomery Ward. Lori Schafer is a retail adviser at SAS Institute.

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    D. D. 1 decade ago
    Good summary...unfortunately the book needs an update to fit recent social media changes and newcomers e.g., Snapchat