Nine West's Shopping App Brings E-commerce and Facebook Closer Together

  |  February 24, 2010   |  Comments

Fashion retailer leverages exclusive offer on social site, mirroring Rachel Roy's winning effort.

Nine West tightened the gap between e-commerce and its Facebook presence yesterday when it launched a rich-media shopping app on the social media site. The Jones Apparel-owned brand is offering designer Fred Allard's accessories line from its spring catalog with a Facebook-exclusive 15 percent discount through February.

Digital shopping vendor Fluid Inc. developed Nine West's app, dubbed "Lookbook," which can only be accessed by users who are "fans." The retailer has inserted a "Shop Lookbook" tab at the top of Facebook.com/NineWest.

"Fans" who click the tab can browse numerous products via the Flash-enabled app and then add items to a shopping bag (though the product data is being stored at Nine West's e-commerce site). Once items are added, users see a "Go To Shopping Bag" button in the upper right-hand corner of the app. Click-throughs produce a separate window containing Nine West's standard checkout with the selected products preloaded on the page.

Thumbnail image for Nine West art.jpg The Lookbook user experience is akin to Flash catalogs of recent years. Status updates on the social site and an e-mail to the brand's opt-in list have been used to promote the effort. Creating sales isn't the only objective, according to Nine West's prepared release, as the brand is also looking to improve upon its 44,000 "fans."

The initiative comes on the heels of Jones Apparel brand Rachel Roy's successful one-day test on Feb. 9. The fashion designer brand offered a slew of Facebook-exclusive, limited-edition products that sold out in roughly six hours. During the 24-hour period, Rachel Roy increased its Facebook numbers by 38 percent - from around 8,800 "fans" to more than 12,100.

New York-based Jones Apparel's decision to run the Nine West effort had nothing to do with the Rachel Roy deployment, said Andy Lloyd, CEO of the San Francisco-based Fluid. He explained that the two initiatives were planned side-by-side, with the second one being imminent even if the first flopped.

Somewhat surprisingly, Lloyd acknowledged that Facebook's often territorial patrons - who tend to frown on commercial-oriented developments - may not fit some retailers' marketing needs. "I would say that it isn't [for every retail brand]," he said. "One of the things I think we will see is that retailers are still in the stage where they are trying new things [on Facebook]. And this is a fairly new thing."

Indeed, few major retailers have tested how close than can get to transactional e-commerce without breaking Facebook's rules. For instance, notable catalogers like JC Penney, Lillian Vernon, Cabela's, and Land's End have yet to incorporate Flash-catalog-like apps on their "fan" pages.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...