Shopper Marketing - May 2018 - 24

24

SHOPPER MARKETING MAY 2018

SO-LO-MO Central

A roundup of social, local and mobile marketing activity at retail

SOCIAL

Dan Ochwat, on the So-Lo-Mo
beat since 2011, served as an editor
of Shopper Marketing for nine years.
Send comments and So-Lo-Mo
news to solomo@p2pi.org.

Social

Chico's, a brand of Chico's FAS, is celebrating women who are getboldness.
ting "bolder," not just "older," as it has launched a #HowBoldAreYou
social campaign to bring some positivity to the idea of aging. The
campaign ties into a new season of products for the boutique chain
that promises to feature bolder colors and designs that fit a wide range of
body shapes, according to a release. Part of the campaign and new line
are T-shirts that proudly exclaim the woman's age, and Chico's is asking
women to post photos of themselves on their social channels in the shirts
to inspire others to be bold and positive about their age. Those who post
could win a $1,000 gift card to the retailer. The Chico's brand aims for this
to be its new attitude, and more programs will be made around this inspiration. A YouTube ad is being shared on the Chico's site and social channels
that feature the new looks.

Enhancing its ability to be more of a customer service messenger tool for brands,
Twitter has introduced adaptive rate limits for developers sending Direct Messages through Twitter's API. It in effect loosens restraints around Direct Messages,
so if a user contacts a brand through Twitter, that brand can now send up to five
messages within 24 hours to a user. This really helps if a brand is using a chatbot to
reply to several users a day automatically. Twitter announced the change in a blog
post on its site and wrote further about wanting to enhance ways for brands
to be able to directly interact and talk with users over the network.
Twitter
Direct
Messages.

Click2Collect
SmartCommerce, Atlanta, is trumpeting its Click2Collect
tool.
tool that aims to eliminate the sometimes multiple steps
required when buying online. The company is working with
product manufacturers such as Mondelez International, Procter
& Gamble, Unilever, Wrigley, Nestle and Danone. Over a year old, the
tool makes ads featured in a social feed or as a display ad shoppable
with one click. When users view an ad for Wrigley Extra gum, for example, and click the ad, they're automatically taken to a page that puts
the product into the partnering retailer's online cart. The next step on
that e-tailer page is confirming that you wanted to add the products
into a cart (in case of accidental clicks, I presume) and then purchasing
or shopping for more products to fill out your basket.

During the NBA's
All-Star Weekend in February,
Nike threw an
exclusive party at
a location in Los
Angeles. Attendees were given a
Snapcode to scan
from within the
Snapchat mobile
app that allowed
Nike and
purchase of a limited, early release of its Jordan III Tinker shoe.
Snapchat.
The product was said to be the first-ever product sold through
Snapchat. Canadian platform Shopify powered the order with
shoe-size selection, etc., and Darkstore,, San Francisco, handled
same-day delivery. Darkstore matches the nearest business to a user's
delivery location that is carrying the product for a quicker and cheaper
delivery. Snapchat launched a custom lens for people attending the
all-star festivities at the Staples Center in L.A., too. Snapchat users
could access the geo-fenced lens or AR overlay of Michael Jordan.

Pinterest in February rolled out new features, including a way to archive a board
once a user feels it's complete. The idea is that the Pinterest user can set the board
aside without deleting it altogether. When archived, it will cease to generate new
recommendations and notifications. An archived board becomes less of a priority,
but it's nice that in an archive state, a user can still access it and share it with someone if they want and not be bothered by new notifications. Another new feature is
that Pinners can now reorder the "sections" feature on the network. Within a topic,
different sections can be built, but now they can be moved around, organized and
prioritized based on how a user needs
those ideas. And going even further,
Pinterest made it possible now to
rearrange Pins on a board, making it
more fluid. Recipes on a recipe board,
for example, can be moved around so
that certain ones that seem intriguing
for the week ahead can be moved to
the top. On a clothing board, shirts
can be moved around with pants,
styling on the fly. Lastly,
Pinterest added a way to
sort boards, giving options
Archiving
boards.
to sort by new to old or in
alpha order.



Table of Contents for the Digital Edition of Shopper Marketing - May 2018

Contents
Shopper Marketing - May 2018 - Intro
Shopper Marketing - May 2018 - 1
Shopper Marketing - May 2018 - 2
Shopper Marketing - May 2018 - Contents
Shopper Marketing - May 2018 - 4
Shopper Marketing - May 2018 - 5
Shopper Marketing - May 2018 - 6
Shopper Marketing - May 2018 - 7
Shopper Marketing - May 2018 - 8
Shopper Marketing - May 2018 - 9
Shopper Marketing - May 2018 - 10
Shopper Marketing - May 2018 - 11
Shopper Marketing - May 2018 - 12
Shopper Marketing - May 2018 - 13
Shopper Marketing - May 2018 - 14
Shopper Marketing - May 2018 - 15
Shopper Marketing - May 2018 - 16
Shopper Marketing - May 2018 - 17
Shopper Marketing - May 2018 - 18
Shopper Marketing - May 2018 - 19
Shopper Marketing - May 2018 - 20
Shopper Marketing - May 2018 - 21
Shopper Marketing - May 2018 - 22
Shopper Marketing - May 2018 - 23
Shopper Marketing - May 2018 - 24
Shopper Marketing - May 2018 - 25
Shopper Marketing - May 2018 - 26
Shopper Marketing - May 2018 - 27
Shopper Marketing - May 2018 - 28
Shopper Marketing - May 2018 - 29
Shopper Marketing - May 2018 - 30
Shopper Marketing - May 2018 - 31
Shopper Marketing - May 2018 - 32
Shopper Marketing - May 2018 - 33
Shopper Marketing - May 2018 - 34
Shopper Marketing - May 2018 - 35
Shopper Marketing - May 2018 - 36
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