Retailers shift their ad spending from TV, radio and print ads to digital ads.
PacSun.com added new blogs and mobile functionality this year, aimed at building a sense of community among visitors and shoppers in its surf, snow and skateboard demographic.
Pacific Sunwear of California Inc.’s e-commerce site, PacSun.com, is riding the wave of community. New features include blogs and mobile functionality that can send alerts about sales, new styles and special events several times a month to shoppers who have opted to receive the wireless alerts.
“New content is part of our strong focus on expanding community, both on- and off-site,” says Stacy Clark, senior director of e-commerce and online marketing.
PacSun.com also has established pages on social networking sites such as Facebook and MySpace and video sharing site YouTube.com.
The company created a MySpace “profile” to be close to its consumer base, Clark says. “We are looking for ways to connect with our customers where they spend lot of time. On MySpace we can feed them content where they hang out,” she says.
Pacific Sunwear, No. 315 in the Internet Retailer Top 500 Guide, has more than 1,100 stores and also operates DemoStores.com, which carries styles reflecting those seen in the hip-hop music world.