November 30, 2011, 12:00 PM

A distinctive voice

Tory Burch's personal Twitter feed brings a personal touch to the retailer's home page.

Lead Photo

Fashion retailer Tory redesigned its site in February 2011, seeking a balance between content and commerce. Mousing over images on category pages shows alternate images, and a Quick Shop link makes buying easy. But there’s also a blog that’s heavy on gorgeous fashion photos, and an emphasis on social media.  256,000 consumers Like the Tory Burch Facebook page, and get free shipping there; the shop features special deals and sneak peeks. “Our Facebook page serves as the voice of the brand and is a total team effort,” says chief marketing officer Miki Berardelli. “Twitter, however, is Tory’s voice.” Tory’s personal Twitter feed appears at the center of the home page.  At the 65 Tory Burch stores worldwide, employees are equipped with iPads so they can bring all this online content into the store.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Bryan Gudmundson / E-Commerce

Which incentives are best at saving the sale?

It’s not necessarily the most valuable incentive that converts the best, a case study shows. ...

FPO

Heather Smith / E-Commerce

Taking advantage of the sharper marketing tools from Pinterest

Pinterest’s revamped private messaging system gives retailers more options for directly connecting with influential and ...

Advertisement