The high-end fashion retailer is piloting beacons in three stores, using the mobile technology to send shoppers directions to in-store events.
Vibhav Prasad, vice president, web marketing and merchandising, for 1-800-Flowers.com Inc., will talk at the Internet Retailer Conference about how the flower and gifts retailer uses social media to engage consumers and encourage them to buy.
Social media is an ideal forum for retailers to interact with customers, says Vibhav Prasad, vice president, web marketing and merchandising, for 1-800-Flowers.com.
But engaging customers requires reaching out to customers on their own terms. “You have to fish where the fish are,” says Prasad, who will talk about the retailer’s trial-and-error approach to social media in a session entitled Putting on your best face: How to design effective brand pages on social media.
1-800-Flowers has used Facebook to draw in consumers using contests, quizzes and a Facebook store. One challenge for 1-800-Flowers and other retailers who have established social media presences is creating an appealing design. Prasad will talk about the elements of effective social media design, as well as the potential changes he sees coming to retailers’ social media sites as both retailers and consumers become more sophisticated in their social media usage.
Why the editors asked Vibhav Prasad to speak:
Vibhav Prasad is an Internet Retailer veteran speaker who leads web marketing and merchandising for 1-800-Flowers.com. In that role, he is responsible for leading social media, including the company’s Facebook initiative, and mobile marketing.