Brazilians ‘Like’ Retailer’s New Digital Hangers
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.
- History – C&A
- C&A Brasil – Facebook
- Facebook ‘Likes’ Could Help You Pick Out a New Dress – Mashable/YouTube
- Christina Aguilera C&A Commercial.flv – YouTube
- Beyoncé – Déreon – YouTube
- Brazilian fashion retailer displays Facebook ‘likes’ for items in its real-world stores – Springwise
- Fashion retailer C&A Adds Facebook Likes to Clothes Hooks – Geek.com
- U.S. Consumers Want Retailers to Integrate Channels, New hybris Study Finds – hybris/PRWeb
Discussion Questions: What do you think of C&A’s Fashion Like campaign and its use of digital hangers in its stores in Brazil? What do you think are the most effective ways for retailers to bridge the gap between stores and digital, mobile and social channels?