When faced with business challenges, specialty women's brand The Limited decided to harness the power of its loyal customers and turn them into advocates.
Jenn McCain-De Jong, senior vice president of eCommerce and alternate channels for The Limited, alongside Cory Powers, vice president of product development at Spendsetter, highlighted the success of the companies' partnership at the iMedia Commerce Summit.
Powers noted that brand content isn't the most trusted content when it comes to Millennials, who are more likely to trust their friends. The Limited understood that brand advocates pulled from its existing consumer base would be its best bet.
"Brand advocates tell our story," McCain-De John said. "And they tell us when they're unhappy, which is really important, too."
The Limited's goals were to:
Increase brand awareness
Drive foot traffic to new store openings
Acquire new customers
McCain-DeJong watched customers in a few locations researching on their phones while shopping. That struck her as an opportunity that The Limited was missing, and the brand advocacy program with strong mobile tie-ins was born. Her goal was not only to leverage the customer standpoint, but as an internal engagement piece for its base of store associates, as well.
Mobile is taking advocacy further. 120 million U.S. consumers use smartphones and... Read more