Software // Social
02:50 PM
Chris Murphy
Chris Murphy
Connect Directly
How to Prep for Millennials Being the Decision Makers, Are You Ready?
Aug 30, 2016
Millennials know exactly what they want and expectations are high - very high. They are empowered ...Read More>>

Wet Seal Shows The Way

Are you slowly, cautiously sorting out how to engage with your customers in social networks?

Are you slowly, cautiously sorting out how to engage with your customers in social networks? Well, if your customers are teenage girls, and 72% of them are on Facebook and 36% of them have a smartphone, you don't have the luxury of taking your sweet time.

That's why teen-girls' clothing retailer Wet Seal is among those blazing a trail in marketing with Facebook. One lesson it's learned is that girls want to do different things on each medium. They use Wet Seal's site to create outfits--500,000 of them--but they prefer to share outfits with friends using Facebook. Girls don't use their iPhones much to post content, but they viewed 750,000 outfits a week on the retailer's iPhone app in the back-to-school season. Here are some hard results Wet Seal has seen with its integrated Web, social networking, and iPhone strategy:

Girls using the outfit tool are 40% more likely to buy, and they spend 20% more.

Girls using a "Shop With Friend" feature, accessed through Facebook or the site, have a 2.5 times higher conversion rate.

Facebook is now the largest marketing base for store traffic, thanks to coupons and campaigns, and one of the biggest drivers of traffic to Wet Seal's Web site.

Facebook also is a gold mine for the customer-support team. "It's one of the primary tools they use to know if there are problems out there," says Wet Seal development director Shawn Keim. Wet Seal doesn't erase complaints but tries to resolve problems with comments on Facebook, so people see issues getting taken care of.

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
Social is a Business Imperative
Social is a Business Imperative
The use of social media for a host of business purposes is rising. Indeed, social is quickly moving from cutting edge to business basic. Organizations that have so far ignored social - either because they thought it was a passing fad or just didnít have the resources to properly evaluate potential use cases and products - must start giving it serious consideration.
Register for InformationWeek Newsletters
White Papers
Current Issue
Top IT Trends to Watch in Financial Services
IT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on for the week of July 17, 2016. We'll be talking with the editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.