BCBG is celebrating its 25th year with a retrospective of the brand's fashion using an integrated in-store and social media promotion, which resulted in a 40 percent jump in e-commerce traffic.
BCBG has teamed up with Postano, a social curation and analytics platform, to promote the in-store event touring multiple cities by displaying hashtagged social content, reported Forbes. The idea was that if customers could not attend the in-store event, they could view the content online.
"It was important for us to have real time social sharing for visitors attending the 'Living the Bon Chic Life' retrospective, so that their experiences posted provide an opportunity for our global community to be a part of the retrospective," BCBG's VP of global PR, Sunny Jenkins, told Forbes. Interactively, guests to the event could use hashtag #BCBGx25 while walking through the exhibit and were able to see their posts in the final room of the exhibit.
The idea was to engage consumers on the social site rather than just have them jump on as followers. The results were that the Bon Chic Blog, #BCBFx25, and #BCBGMoment had more than 60,000 views, an average of 94 social media posts viewed by each visitor, with an average viewing time of four minutes and 13 seconds.
The promotion also led to an increase in sales. Through the "shop this look" button, which leads viewers to the e-commerce site, the retailer saw a 40 percent increase in traffic from the #BCBGMoment activation and a 2 percent increase in average order value. Shoppers also spent 53 percent more time on BCBG.com than average.
-See this Forbes article
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