CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
And other e-retailers can watch the collection of videos to learn new marketing tactics.
Moxsie.com, which sells creative apparel and accessories, is sharing its creative approach to Twitter via Twitter Tales.
Moxsie this week says it will become the first retailer featured in Twitter Tales, videos that Twitter films and posts on its blog to illustrate how people and organizations use Twitter to get their message out. The videos can help online retailers learn how to incorporate Twitter into their marketing strategies and also serve as another way that companies can Twitter about their brands. An estimated 44.4 million U.S. consumers visited Twitter.com in July, according to Quantcast Corp.
“Twitter approached us months ago because they thought we were an interesting example of a retailer using Twitter,” says Moxsie CEO Jon Fahrner. “They came in for about an hour one day and took some footage.”Other Twitter accounts highlighted in the Twitter Tales belong to The Museum of Modern Art in New York City and Natasha Badhwar, a New Delhi-based filmmaker.
Moxsie’s video runs for about 2 minutes and discusses how Twitter is crucial to the retailer’s marketing strategy because the social networking tool is inexpensive and easy to use for Moxsie, which has a slim marketing budget.
Twitter also makes sense for Moxsie—which markets to fashion-forward consumers looking for the latest trends—because the service is immediate. For example, at photo shoots, Moxsie staff takes “twitpics” of fashions and sends them to followers, letting them know about new styles. Also, when Moxsie adds new items or promotions such as a giveaway to its site, the retailer immediately sends a Twitter message about the additions.
“Hopefully, by revealing the way we use Moxsie’s twitter account, we will help other small businesses and start-ups make their Twitter mark,” Fahrner says. “Hopefully our Twitter Tale also educates that Twitter is becoming a huge fashion discovery hub.”
Moxsie’s debut in Twitter Tales follows the launch of Moxsie.com’s Indie Feed, which streams tweets and links pertaining to the retailer and its products on Moxsie.com. Visitors can not only see what is written about Moxsie around the twitter-sphere but hover over the links in the feed to view a thumbnail of the product that has been linked. Moxsie also has participated in Twitter’s @earlybird program, in which Twitter posts Twitter-exclusive deals on behalf of merchants.
And the retailer also has tried its hand with other social networks beyond Twitter, participating in Kaboodle.com’s PopPicks, a members-only service in which shoppers vote on products they want, with winners put up for sale at a discount.