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Teen clothing retailer Wet Seal's iRunway iPhone app takes personalized marketing to a new level. It lets customers scan product bar codes in Wet Seal stores and see all outfits that other customers have put together with that item.
IRunway links to Wet Seal's social media platform, where customers post outfits created with the retailer's clothing. Eighty-five percent of all items in a store have customer-generated outfits that are rated by their peers.
Wet Seal uses products customers scan to create personalized notifications and product offers for them.
The Business of Going DigitalDigital business isn't about changing code; it's about changing what legacy sales, distribution, customer service, and product groups do in the new digital age. It's about bringing big data analytics, mobile, social, marketing automation, cloud computing, and the app economy together to launch new products and services. We're seeing new titles in this digital revolution, new responsibilities, new business models, and major shifts in technology spending.