Carlos Arámbula

Retail TouchPoints: JC Penney, Forever 21 'Haul' In User-Generated Videos For Back to School Promos

August 3, 2010

FROM RETAILWIRE:
In an age where consumer-generated content reigns, tech-savvy consumers have found a new way to support their shopping habits -- by broadcasting their latest finds on YouTube for the social sphere to see. The videos, known as "hauls," have made an impressive impact on YouTube. What do you think of the "hauling" trend around user-generated videos?      [more...]

Let's be clear about "hauling." It's not a branding function. It doesn't replace the brand communications or traditional methods of communications. It's simply an additional promotion vehicle and if cultivated properly, it will encourage traffic to the retailer. It's a great opportunity to extend promotions to a near (or perceived) grass roots level.

Kids are savvy, if hauling becomes an obvious sponsored function it will backfire on retailers.