Consumers Respond Positively to “Fan Appreciation”
All five of last week’s top-moving brands on Media Logic’s Retail Social Juice Index (RSJI) shared something in common – fan appreciation. As retailers rewarded likers for their loyalty, they were rewarded in return with positive feedback and increased RSJI numbers. Ann Taylor got more than 3,000 fans engaged by asking likers not just to enter a giveaway, but to vote for one of two cool clutch handbags as the prize.
Tiny Prints offered a limited-time Facebook promotion that allowed fans to create, personalize and mail a free Valentine’s Day greeting to a loved one. Likers loved the gesture and gave Tiny Prints lots of pre-Valentine’s Day kudos via Facebook likes, wall posts and shares thanking the brand for the fun perk!
DSW continued to make its likers happy with another “Frenzy Alert,” adding a new Instagram album featuring images of employees rocking DSW shoes and inviting likers to post their own shots of the same shoes to the brand’s Facebook wall. Every fan who shared a photo received a DSW gift card! Amid the frenzy, DSW reached a major milestone by surpassing 250,000 likers.
It celebrated by giving away 25 pairs of DSW shoes to fans who posted congratulatory messages on its wall – a move that delighted likers and reinforced its “likeability” within the Facebook community.
New York and Co. and Bealls rounded out the top movers of the week. Both retailers offered Facebook discounts, which triggered liker appreciation, excitement and sharing activity on the retailers’ Facebook walls.
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