Networking

Eddie Bauer created its expedition-based First Ascent clothing line with input from some of the world’s most renowned mountain and ski guides. The line, which launched in fall 2009, is merchandised in 183 stores across the United States and Canada.

To market First Ascent, Eddie Bauer relied on video, photographic and musical imagery to excite the shopper. Since music is considered an “emotional tool,” all of the elements work together to create an impact. Piped-in music wouldn’t do the trick, however: Eddie Bauer was eager to tell a bigger story regarding its new line.

Aplebee’s has attracted scores of customers by promising them that they’ll be “eating good in the neighborhood.” It’s not surprising that its social media strategy reflects a local focus, as well. Many restaurants have their own Facebook pages — the restaurant in Hickory, N.C., for instance, has more than 1,000 fans.

If customer service boiled down to three rules, they might be: Make it quick; make it easy; and make certain it’s available.

Gross oversimplification? Perhaps, but these elements are the cornerstones of the customer experience for everyone from one-store operators to multi-unit and multi-format chains that need to track inventory and customer purchasing patterns while streamlining and speeding up point-of-sale operations.

In February, SNAP (Social Network Appreciation Platform) announced the first web-based platform that integrates traditional in-store loyalty programs with social media networks.

When customers fill out their loyalty reward registration information, they include their social networking accounts. Then, when consumers swipe the loyalty reward card at a SNAP retailer, the transaction will be posted to their selected social media, says SNAP CEO David Gosman.