May 18, 2012, 11:10 AM

Powering up effective online social marketing

An IRCE speaker discusses how to build customer loyalty through social media.

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To build on the loyalty of its best customers, fragrance retailer Scentiments.com is finding new and better ways to engage them through social media, CEO Howard Wyner says. Wyner will share tips from his loyalty and social media marketing programs at the Internet Retailer 2012 Conference & Exhibition in a session titled “Marketing Technologies: The engines behind the promotions.”

Wyner will explain how Scentiments.com, No. 481 in the Internet Retailer Top 500 Guide, uses web analytics and its loyalty program technology to better interact with customers and to offer incentives for products for which they’ve shown a strong interest through social media. “Besides rewarding our customers for purchases, we are providing incentives based on their social interactions,” he says, adding: “We award points for social actions, such as following and Liking” on Facebook.

Using such incentives to provide unique and engaging customer experience, he adds, enables Scentiments to turn loyal customers into brand advocates that actively promote the retailer’s products and service through online social interactions with other consumers. In turn, that helps Scentiments continue to expand its customer base among the online social communities connected to its loyal customers.

“These incentives that we award our customers for engaging within their social communities leverage their brand advocacy, which taps into new ways of generating qualified traffic,” Wyner says.

 

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