Every retailer is working toward delivering a seamless, multichannel shopping experience. But not many have discovered how to bring social interactions with their customers into the store while still continuing to build brand awareness through those channels.
Deb Shops, however, may have cracked the code.
Aligned with the 2014 Prom Season, Deb Shops launched an Instagram promotion that introduced the “Instant Prom Date,” a cardboard cutout of a young man in a suit. Girls were encouraged to go into the stores to try on dresses with their friends, snap a picture of themselves with the “Instant Prom Date,” and tag #debshops and #InstantPromDate in their uploads.
The campaign was wildly successful. Deb Shops received more than 1,000 entries and gained over 10,000 new followers over the course of a six week period that ran from mid-March to mid-April 2014.
These results were so compelling that Deb Shops recently won GOLD in the Social/Mobile Strategies category of the Retail TouchPoints’ Store Operations Superstar Awards. These awards recognize companies that have implemented the most innovative, successful store operations across 6 key categories:
- Workforce Management
- Product merchandising and inventory management
- The use of mobile technology to improve store operations
- Customer Engagement
- Loss Prevention
- Other innovative in-store technologies, such as interactive kiosks, digital signage and beacon
Congratulations to the entire team at Deb Shops!
Stay tuned for more thoughts from Deb Shops on how to leverage social integrations to better engage your customers.