Social Shopping at Nine West
By David Dorf on Feb 24, 2010
After creating a successful pop-up shop in Facebook for their Rachel Roy brand, Jones Apparel Group decided to create a "fan shop" for their Nine West brand. Only fans of Nine West on Facebook can access the "Shop Lookbook," and they get a 15% discount through the end of the month on the items offered.
The flash-based store within Facebook (shown on the right) was easy to navigate. Several products were available, and fans are allowed to "like" and "share" them. Items are added to a shopping cart, and clicking on "Go to Shopping Bag" takes the user to the Nine West e-commerce site where they can view their cart and see the 15% discount. Its a pretty seamless experience that leverages the e-commerce site nicely.
I did notice when I pressed "continue shopping" on the checkout screen that I lost my 15% discount. That's fine because I don't think the OverSized Geometric Square Sunglasses really fit my image anyway.
Because of their efforts, both of the Nine West brands have significantly increased their "fans" in Facebook. This is the equivalent of opting-in for future wall postings, which are typically promotions. From what I've seen, most fans will tolerate occasional postings, as long as they aren't too frequent.
The technology comes from Fluid, Inc., a self-proclaimed digital shopping pioneer established in 1990. I think they did a nice job branding the store and ensuring the shopping experience wasn't your typical cardboard cut-out. Their co-founder talks about why it works in their blog.
I expect this trend to continue, and it makes perfect sense. These days retailers need to take the store to the customers and can't expect customers to always seek them out. The next step for Nine West is to release an iPhone app.