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La marque de mode EXPRESS se sert de Facebook pour vendre

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EXPRESS, la marque américaine de vêtement casual chic, a pris une longueur d'avance en Social Commerce.

Au congrès Internet Retailer en Juin dernier à Chicago,
son directeur Marketing a exposé sa stratégie sur Facebook et sur le Mobile. Pour EXPRESS, Facebook fait vendre. Démonstration.

Veröffentlicht in: Business
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La marque de mode EXPRESS se sert de Facebook pour vendre

  1. 1. Social media : 3 principes Les réseaux sociaux n’ont pas de ROI Etre présent là où sont les clients, pas là où l’on voudrait qu’ils soient Rendre l’achat simple et pratique Piquer la curiosité des clients avec de l’actu produits en permanenceRésultat : 2,3 millions de fans acquis sans campagne spécifique
  2. 2. Meilleure campagne : Cast your voteVOTE SUR LA PAGE FBLes internautes votent pour l’un des 3 vêtements. Le plus populaire est mis en valeur lasemaine, sur FB et le site, à prix réduits. Les Fans peuvent: le placer dans leur wish List, lepartager avec leurs amis.SEO, CROSS SELLING :EXPRESS se sert de l’information pour guider son référencement gratuit,Et optimiser le Cross-selling (vendre d’autres articles avec le Top)
  3. 3. Social media : 3 principes Les réseaux sociaux n’ont pas de ROI Etre présent là où sont les clients, pas là où l’on voudrait qu’ils soient Rendre l’achat simple et pratique Piquer la curiosité des clients avec, en permanence, de l’actu produitsRésultat : 2,3 millions de fans acquis sans campagne spécifique
  4. 4. Etre présent là où sont les clients,pas là où l’on voudrait qu’ils soient (ex Foursquare)
  5. 5. Rendre l’achat simple et pratique
  6. 6. Permettre d’acheter de ‘looks’ en direct QR code sur un catalogue papier
  7. 7. Sur le site : Rendre l’achat simple et pratique (1/2)
  8. 8. Rendre l’achat simple et pratique (2/2)Page de commande d’un produit ‘cliqué’ d’une photo d’ambiance
  9. 9. Dans FB : catalogue de vente cliquable (1/3)
  10. 10. Dans FB : catalogue de vente cliquable (2/3)
  11. 11. La commande se passe sur le site (3/3)
  12. 12. Auteur L’auteurLaurence Faguer, observatrice éclairée de l’innovation marketing et du web 2.0 auxEtats-Unis, préside Customer Insight, l’agence de Social Commerce. Elle accompagneses clients sur Internet en diffusant les recettes (gagnantes) du Marketing Directdans les Relations Numériques. Elle a co-signé avec Henri Kaufman, Internet a tout changé ( 2010)Le Marketing de l’Ego ( 2006) et l’adaptation française du One-to-One.Laurence se rend régulièrement aux Etats Unis et couvre pour la presse spécialisée les congrès de la Direct Marketing Association.Clients 2011-2012 : La Poste, Lenôtre, Editis, Uni Editions, Mediapost Publicité, Axa, Agences : Mediaprisme, Colorado, G&A links…
  13. 13. Des solutions innovantes, adaptées des Etats-Unis et alliant 3 expertises : Direct, Digital, Social Stratégies •Intégration Social numériques,Direct On/Off Digital interactives et Social Commerce & Social Media •Mesures Web 2.0 •BenchmarkDepuis 10 ans, nous déployons des programmes de Marketing Relationnels nontraditionnels, fondés sur le Retour sur Investissement, pour des marques de Vente à Distance /E-commerce :
  14. 14. CONTACT Laurence Faguer lfaguer@customer-insight.fr 06 12 83 39 28Customer Insight 12 rue Servandoni 75006 Paris - France T: +33 (0)9 81 78 59 92 www.customer-insight.fr Metro : Saint Germain des Près, Mabillon Bus : 63, 70, 86 Parking : Place Saint Sulpice

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