Social Media – A Look At The Wet Seal Fashion Community
Social media is more than monologues on My Space. One exciting use of social media is allowing your brand advocates providing content which can be used to enhance the overall customer experience. In the spring of 2008 Wet Seal launched a Fashion Community which allows customers to design, tag, and publish outfits with the entire Wet Seal product line. Any visitor can then rate the outfits and search for fashion by tags, keywords, location, stylist rating, and outfit popularity. Fashion Community members can also interact with each other via personal messaging and “friend lists” similar to other social networks. The reason this community is so important to Wet Seal is the rich content it produces for all visitors to wetseal.com. 85% to 90% of all Wet Seal items have outfits containing them. These outfits provide numerous ways to enhance product search, merchandising, SEO, SEM, and even the bricks and mortar experience.
* The use of social media for monitoring the voice of the customer and for directly enhancing the customer experience
* Using social media for product search and merchandising
* Monitoring, motivating, and engaging the members in the community
* Operational and reporting considerations for running a social network
Jon Kubo – Wet Seal
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