Gap Turns to Social Media to Draw Shoppers
[Gap] "The San Francisco company, which also runs Banana Republic and Old Navy, gave away 10,000 pairs of jeans Friday to people who “checked in” at a Gap using Facebook’s new Deals feature. The social network unveiled the program this week, letting local merchants offer deals to its 200 million mobile phone users."
"Shoppers who weren’t able to get a pair of jeans received a consolation prize: 40% off a full-price item."
Gap, the US's largest apparel retailer, has recently hit rough times and is trying to use the attraction of free items and social media to create a buzz and ultimately more business. I think it's absolutely genius. The price of the jeans and discounts they gave away is a small price to pay for the tens of thousands of Gap "check-ins" that took place on Facebook. I think the "check-ins" will definitely create positive advertising and buzz that will lead to more business for Gap.
Wow! I think this is a great marketing and channel distribution idea. GAP is realizing that majority of their target market, our generation, can be reached through technology systems such as Facebook. This is an excellent example of a company adapting through the use of technology to stay in touch with their customer base.
ReplyDeleteIt seems that social-network marketing is (at times) effective, especially for events like this one. However, I can't help but think social-network marketing will eventually kill social networks like facebook.
ReplyDeleteI totally agree that this is an excellent marketing strategy. Even if I missed the jeans and got a 40% off coupon is would be well worth the trip. As long as the company still profits from the marked down jeans it is a win win situation for them. If I received an offer like that, I would have sure been at the store. People love bargins and this is a great strategy. More power to them for being so innovative. Social-networks are the advertisement of the future.
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