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 San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...