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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.

Summary

Meet Your Customers Online and on Their Mobile Devices

Don’t wait for consumers to walk into your retail establishment. Be proactive. Engage with them online through their activities on social media and their mobile devices. Almost two billion people visit the Internet annually (239 million in the United States). You need to be in touch with these millions of consumers. Your competitors already are.

Consider Amazon, which launched in 1994 as an online bookseller and sold nearly $25 billion worth of all sorts of merchandise – from books to DVDs to clothing to appliances to musical instruments – in 2009. Zappos, which Amazon recently purchased, is a hugely successful web-only shoe-oriented site built on dedicated online consumer service. Best Buy, JCPenney and Macy’s are now all strong “cross-channel retailers,” with brick-and-mortar stores and model online outlets. While the majority of retailers did not join the first wave of online selling, retail firms now must participate in social media. Failure to do so will deplete your “brand- and market-share growth.” Proper online brand management and customer outreach will strengthen your sales and build reliable repeat business...

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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