Customer Acquisition: Lands’ End Targets Social Media Shoppers for Holiday Success
Casual clothing retailer Lands’ End took a social and multichannel approach to acquiring new customers this past holiday season with St. Nick’s Picks, a campaign that offered consumers daily deals and discounts on merchandise. St. Nick’s Picks was complemented with a “12 Hours of Twitter” campaign and Facebook fan contest.
Back by popular demand and fueled by strong results the previous year, St. Nick’s Picks launched on Black Friday and featured a new daily deal through Dec. 20. The deals were posted on the retailer’s Facebook page and Twitter account. Lands’ End also encouraged its website visitors “to join the excitement and be ‘in the know’ by meeting up with us on Twitter.”
The 12 Hours of Twitter campaign featured giveaways, offers and advice on products. To harness the power of exclusive content and being “in the know,” HGTV’s “Secrets From a Stylist” host Emily Henderson also participated by offering advice for holiday decorating in an hour-long Twitter chat session under #landsend.
Attracting social media shoppers didn’t end there, however. Lands’ End also hosted a Facebook Shop Wish List Sweeps on Cyber Monday. Fans were urged to create and share their Lands’ End wish list on their Facebook page — and, in turn, show up in their friends’ news feeds. These fans were entered for a chance to win their wish list items (up to a value of $1,000).
These daily picks, special deals and exclusive content were also available on Lands’ End’s Facebook storefront and mobile site. The retailer’s catalog was also made available on the iPad and within Google Catalogs. Fans of Lands’ End could also sign up for text alerts from the brand.