The Key to Success? Personalization, Say Leading Retail Executives
Social gaming was another topic discussed by the panel.
"We're always looking at different social gaming platforms, like Farmville, as place to promote our company," said Rue La La's Cooper. "But it's one of 59 different touchpoints we're focusing on." In addition, he said that Rue La La has to be careful when selecting a gaming platform to make sure it matches the company's brand messaging. "Our brand is delicate," Cooper said.
Totsy is spending a part of its marketing budget on social gaming as well. "A lot of moms are online now playing games, so we feel it's a great way to get them engaged with our brand," said Garnier. For example, he discussed TV and web retailer HSN, which launched HSN Arcade last year as a way to entice shoppers to spend more time on HSN.com. HSN Arcade features video games that consumers can play for free while they watch a live stream of HSN’s television channel. "This is a way to get better stickiness on a website," Garnier said.