Jan 17 Posted 6 years ago
The company seems on the wrong way and forgot about the basics. Real shopping experience will tell you that. Try to contact the company and have your issue resolved, and you will know what I am talking about.
First shop in the store at your own risk. My wife was hurt by a loose security pin on the floor, and the guys in the store says it happens all the time and "it is common".
If you have any issue - return, gift card, accident report - unlucky you! They only have a number to take order, although it is called "customer service line". Everyone is trained to push back. No way to talk to their supervisor because they are their "only for the rep's convenience". They just keep saying someone will call you back, and they will hang up on you if "the conversation is not productive".
Avoid this store if you expect even the basic shopping experience! Google "Abercrombie & Fitch customer comment" to see for yourself. This company will go bankrupt.
Aug 20 Posted 6 years ago
Wonderful and original suggestions. Thanks Julie
Aug 17 Posted 6 years ago
I think A & F is doing right! It can be very hard to take a company that has their set way of doing things and incorporate a new strategy within their current sales and marketing strategies. Using the employees that have the most direct contact with their customers is very smart. It's not just about hopping online and looking at a Facbook page or sitting down to read their tweets. Social media is still about people connecting, and A & F has their employees connecting even more to the customers to get more connection back to the company via the internet. Brilliant!
Aug 13 Posted 6 years ago
Thanks for sharing these ideas, Matt. Here are a few thoughts I would add:
1. The same ideas can be used by organizations to promote and leverage social media with employees and promote internal applications (e.g., the use of Twitter for recruiting) as well.
2. Because it's so easy for people to establish unofficial accounts, it's important for organizations to convey to folks what their official social media channels and platforms are.
3. Whatever approach an organization takes should be informed by a clearly-defined strategy with focused goals. It's not in anyone's best interests to establish a presence on any platform without knowing what the potential benefit might be.
4. To extend Julie's ideas, channel addresses should be included on people's business cards as well. That's a great use of the back of a card, for example. And for certain roles, it might make sense to create a "social media calling card" as well. I have done that for the Social Media in Organizations (SMinOrgs) Community I've founded, for example, so that people have specific information about how they can engage with us.
5. To Marco's point, I don't see this as an either/or proposition. It's all a part of creating brand awareness and developing business - social media channels are just new ways of doing that.
Aug 9 Posted 6 years ago
Integrating your company's social media efforts into the script of every employee is so simple, yet so important. I also realize how difficult this can be, but Abercrombie has obviously made their social media strategy a priority. They have captured millions of eyes and are poised to capture millions more with consistent efforts such as this. Now I haven't been in an Abercrombie store recently, but what are some other ways that they, and other retailers could promote their social media efforts at retail?
- On the backs of dressing room doors put Facebook and twitter logos along with your handles. Suggest that customers tweet photos of themselves in their new Abercrombie duds to win a prize for "Best Dressed".
- Put the Yelp! logo and ask customers to Yelp about their experience in the store that day.
- Receipts are a terribly underutilized ad space as well. The backs, the fronts, etc. People keep receipts or at least look at them several times before tossing them.
- Bottoms and insides of shopping bags. Print your FB & Twitter addresses here too possibly with a contest (Those soda cap campaigns must be working, they have been doing them for years! Borrow a good idea!)
- Clothing tags. Yes, seriously. The paper ones with prices and the cloth ones inside with washing instructions. Levis is doing it with their recycle campaign which is awesome, but seriously, print your facebook and twitter info on tags.
How else do you feel Abercrombie and other retailers could be promoting their social media efforts in-store?
Aug 9 Posted 6 years ago
As a social media marketer I love that they are pushing this initiative, but after going to their Facebook page it's a bit sketchy. There are 5 pictures of shirtless boys asking to be a model - I understand their want, but to see this on a Facebook page with the caption "I am 15.... " is a bit much for me. Maybe they'll find a better way to get submissions.
Thanks for the article though - as said previously the initiative is great!
Aug 9 Posted 6 years ago
Interesting to see a company doing it right and taking the strategy seriously. I do wonder however, how many of its fans are from direct store contact rather than just traditional brand awareness.
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