Clients Goals and Objectives, Challenge

More and more Wholesalers in the apparel sector are moving into the Retail space. However, that move is not always an easy one, or an apparent one. Compounded by the fact that more consumers are spending time online, and are ‘social’, Retailers must adapt to the ever-changing world of ‘social commerce’ and ‘social buying’. Collection B, a Retail line from Bernardo, one of the leading retail and wholesale brands, has taken on the challenge of embracing the social audience and converting from wholesale to online and social retail player. The goal was to build the community around a brand by integrating content, eCommerce, consumer preferences via user generated content, inclusive of music, voting, sweepstakes, and other consumer oriented behavioral elements.

Business/Marketing Strategy and Implementation

Collection B strongly believes in the power of word-of-mouth (WOM) marketing and hence commissioned Social2B to build and deploy an integrated social media marketing platform, consisting of an interactive website based on the Magento social commerce engine, a blog, and a number of integrated social media marketing profiles on Facebook, Flickr, YouTube, Twitter, LinkedIn, and others. Additionally, Social2B has implemented an integrated EDI functionality to connect Collection B ‘social commerce architecture’ to the back-end inventory and warehouse system, providing dynamic updates on inventory, product positions, and other elements.

Platform and Technologies Selected

An integrated web architecture based on the Magento Social Commerce platform connected with major social networking platforms, such as Facebook, Twitter, and others. A number of social elements, inclusive of music downloads, voting, video reviews, and other consumer engagement components.

Outcome, Performance and Next Steps

The American consumer has accepted the ‘Social Commerce’ concept and has voted positively for the new Social Retail approach, allowing companies like Collection B to thrive and be more successful. The social media marketing strategy has given Collection B a unique advantage in targeting the US consumer and allowing it to express its opinion, leaving comments on Collection B blog, reaching a Twitter following quickly, and sharing ideas and sentiment on Facebook.