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Case Study : F-Commerce Shines for Apricot Lane

February 2014 By Joe Keenan
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PROBLEM: Apricot Lane Peoria (ALP), a franchise of the omnichannel retailer of women's fashion apparel and accessories, wanted to sell its products on Facebook.

SOLUTION: Partnered with an online shopping cart provider to build a store app on its Facebook page.

RESULTS: Since launching its Facebook storefront two years ago, ALP has tripled its monthly f-commerce sales, which now account for more than 50 percent of the company's total sales. In addition, ALP has seen its number of Facebook followers grow from 5,000 to over 140,000.

For a boutique apparel and accessories retailer such as Apricot Lane Peoria (ALP), building a community of fans, and ultimately converting those fans into customers, is a top challenge. With a limited brick-and-mortar presence and a modest digital advertising budget, getting brand recognition was a concern for ALP. Enter Facebook.

The social media network has proven effective at extending ALP's reach. While selling its products on Facebook was always a goal for ALP, it first needed to create an engaging environment on the social site before it could begin introducing merchandise to fans. The team at ALP has worked to create personal relationships with its Facebook fans by posting behind-the-scenes photos, telling stories about their families, and giving sneak-peeks at new merchandise. With a trust factor established, ALP felt confident it could sell its products on Facebook — something larger retail brands have struggled with.

"Our success comes from the fact that we're personal with our customers," says Jena Green, co-owner of ALP. "They follow our Facebook page and feel like part of the family. Our customers are more loyal to us for this very reason. A lot of people feel disconnected with ‘corporate’ Facebook sites. If they want something from Nordstrom, for example, they're going to go straight to its website because the Facebook page just isn't engaging enough. It's the complete opposite with us; they can't wait to see what we're posting to our Facebook page next."

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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