Branded!: How Retailers Engage Consumers with Social Media and Mobility

Preface.

Chapter 1 Introduction: Bringing Your Store to Your Customers.

YOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?

RETAIL 2.0.

RETAIL LEADERS.

YOUR WORLD IS CHANGING—ARE YOU?

Notes.

Chapter 2 Social Media.

DEFINITIONS.

WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?

DEMOGRAPHICS—NOT JUST KIDS!

POPULAR SOCIAL-MEDIA WEB SITES.

WHERE TO FOCUS.

TODAY'S RETAILER ENGAGEMENT.

Notes.

Chapter 3 Mobility.

DEFINITIONS.

SMART PHONES CHANGE IT ALL.

INTERSECTION OF SOCIAL MEDIA AND MOBILITY.

RETAIL HAS BREAKTHROUGH OPPORTUNITY.

APPLICATIONS FOR MOBILE LEADERSHIP.

RETAIL MOBILE INNOVATORS.

Notes.

Chapter 4 Starbucks: It’s the Experience!

LEARNING—FORMULATING—INNOVATING.

TRANSFORMING STARBUCKS FOR THE FUTURE.

MY STARBUCKS IDEA IS BORN.

FINDING OUT WHERE CUSTOMERS ARE HANGING OUT.

STARBUCKS MOBILE.

DIGITAL LEADERSHIP.

Notes.

Chapter 5 Zappos: "Your Culture Is Your Brand".

COMMITTED TO "WOW’ING" EVERY CUSTOMER.

A VISION TO EMBRACE E-COMMERCE.

WOW SERVICE ONLINE.

AN EARLY LEADER IN "ZOCIAL MEDIA".

"ZOCIAL MEDIA" IS PERVASIVE.

MOBILITY: THE NEXT CHANNEL.

DELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSE.

Notes.

Chapter 6 Wet Seal: iRunway Steals the Teen Fashion Scene.

FAST FASHION TAKES CENTER STAGE.

WET SEAL’S FASHION COMMUNITY.

FASHION—IT’S ALL SOCIAL.

MOBILE: SHOP ON THE GO.

THERE’S GOLD IN THOSE THREADS.

SOCIAL + MOBILE = A GAME CHANGER.

FARMVILLE FOR FASHION.

Notes.

Chapter 7 Macy's: Shooting for the Stars!

TWO GREAT BRANDS.

MACY'S STRATEGY REFRESHED.

ENGAGING THE CUSTOMER.

SOCIAL MEDIA IS FASHIONABLE.

MOBILE MACY'S.

JUST THE BEGINNING.

Notes.

Chapter 8 1-800-Flowers.com: "Build a Relationship First—Do Business Second".

GOING UNDERCOVER IS REVEALING.

PLANTING THE SEEDS OF SUCCESS.

BEYOND FLOWERS.

LEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY.

SOCIAL MEDIA BLOSSOMS.

MOBILE: APP OF THE YEAR.

INNOVATION IS A CORE STRATEGY.

Notes.

Chapter 9 JCPenney: Digital Transformation.

BUILDING A BRAND BY "WINNING TOGETHER".

FROM BIG BOOK TO DIGITAL LEADERSHIP.

CULTURE OF TRANSPARENCY.

SOCIAL AMBASSADORS.

JCPENNEY LOVES MOBILE.

A DIGITAL FUTURE FOR A TRADITIONAL PLAYER.

Notes.

Chapter 10 Pizza Hut: Creating the Perfect Pizza—Digitally.

TOPPING THE PIZZA MARKET.

BUILDING THE YUM! DYNASTY.

VALUE PLUS FAVORITES = A WINNING STRATEGY.

ENABLING GLOBAL KNOWLEDGE SHARING.

AN INNOVATOR IN SOCIAL MEDIA.

THE "KILLER APP FOR YOUR APPETITE".

BRANDED! THROUGH SOCIAL AND MOBILE CHANNELS.

LISTENING, ENGAGING, EXCITING!

Notes.

Chapter 11 Best Buy: The Connected World.

GROWTH STRATEGY.

CROSS-CHANNEL: MEETING CUSTOMERS WHERE THEY ARE.

A WIKI CULTURE.

SOCIAL MEDIA: FROM THE INSIDE OUT!

A WEB 2.0 TOOL KIT IS BORN.

THE HUB FOR ALL THINGS BEST BUY.

HELPING MOBILE CUSTOMERS "SHOP, LEARN, AND BUY".

THE CONNECTED WORLD, TAKE TWO.

Notes.

Chapter 12 Analyzing Value: Social Media.

GETTING STARTED.

WHAT’S THE RETURN?

MINING THE GOLD.

SOCIAL-MEDIA ANALYTICS.

INSIGHTS TO ACTION.

Notes.

Chapter 13 Conclusion: Take the Lead.

Notes.

Index.