C&A, a fashion retailer founded in the Netherlands in 1841, has gone thoroughly modern with the addition of hangers in its stores in Brazil that feature a digital readout displaying the number of people who have "liked" a particular item on the company's Facebook page.
The initiative, called Fashion Like, is another attempt by a retailer to bridge the gap between physical stores and the digital world. The chain, which operates more than 1,000 stores in 20 countries, has succeeded if for no other reason than the addition of the technology has created press coverage and online buzz. In Brazil, C&A is known for creating buzz with commercials starring celebrities such as Beyonce, Christina Aguilera, Gisele Bunchen, Ricky Martin and others.
Closer to home, a new study by hybris found that 80 percent of U.S. consumers are more likely to develop loyalty for retailers that provide an integrated shopping experience across channels.
How much of an effect do you think a large number of Facebook likes displayed on C&A's hangers will have on the decision by consumers to purchase an item of clothing?