Steal-worthy social retailing tactics from BaubleBar
In 2011 Daniella Yacobovsky and her business partner opened BaubleBar, an online retailer specializing in women’s jewelry and accessories, to fill a void in the women’s jewelry and accessories space. And like other young companies that start with social already built into their DNA, it’s already developed an enviable base of vocal and engaged fans throughout the social sphere. Together with Resource’s Social Media Strategy Associate Director Amanda Williams, Yacobovsky shared some keys to her company’s social-savvy approach this morning at Retail’s BIG Show. Their presentation included some great ideas for retailers seeking to improve customer engagement, all centered around answering these three questions: How do we build a community, engage customers and tell our story?
- Be authentic.
BaubleBar’s most popular posts are inspirational quotes and behind the scenes content. Instead of posting straight product shots on Pinterest, they use a fun twist such as “who wore it better” posts featuring their staff.
- Be personal.
BaubleBar SWAT stylists (Service With Accessorizing Talent) are personal stylists who pair up with customers who need suggestions for or help with products on the site. These stylists have their own personality and Instagram pages that help customers get to know them. Not surprisingly, those that engage with SWAT stylists have bigger basket sizes.
Social media is a gold mine for data on your customers. Thanks to BaubleBar’s model that can bring product to market in four to five weeks, the company uses social data to quickly inform its product design and merchandising. How do you bridge the gap between social and digital platforms?
- Leverage user-generated content.
Using a social widget on home and product pages, BaubleBar can add hundreds of user-generated photos to their site, and the tactic is extremely effective. A third of site visitors engage with it and the conversion rate for those who do is 2.5 times higher than those who don’t.
- Include games.
BaubleBar’s “Buried Bauble” (a secret $10- to $20-dollar deal hidden on the site) is one of the brand’s most effective engagement tactics. Shoppers who are in the know receive clues on how to find the deal via social media and emails. How do you amplify the conversation?
- Form partnerships with key personalities.
BaubleBar engages fashion bloggers and editors who love the product. These influential fans become “Guest Bartenders” that curate product lists and post pictures of themselves styling them. Their posts soon inspire similar posts from their followers.
- Use social data to influence the web experience.
Pins posted by others drove 10 times more traffic than BaubleBar’s own Pinterest content, so to encourage shoppers to pin, they redesigned and emphasized the “Pin it” button on product pages. According to Williams, user-generated social content will only continue to increase in 2014. Retailers who invite data sharing and use that data to deliver personalized and rewarding experiences will earn the trust and loyalty of their consumers.
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