Boden builds online community
Integrated with social media platform rewards consumers for interacting and engaging
Fashion retailer, Boden is launching a new community site to enable its users in the UK and US to interact with each other and engage with the brand.
Built and hosted by social loyalty platform, BeAddictive.com, visitors to the community hub will be able to chat with like-minded people, enter competitions exclusive to the community, read or write their own blogs on cooking, clothes, gardening or style, share photos and videos and write reviews in ‘Critic’s Corner,’ as well as shop.
Boden have adopted the BeAddictive platform – which links with Facebook, Twitter and other social media platforms – with additional bespoke specifications planned by Boden and developed by BeAddictive. The site rewards visitors with loyalty points for each action they take, which can be converted to ‘money can’t buy’ gifts, such as lunch with Johnnie Boden.
Refining promotional accuracy
In addition, the platform will enable Boden to deliver relevant offers, reviews, and surveys to target groups within the site (provided they have opted in). The new community hub will allow the brand to better understand its customers, with research and polls, which are also incentivised with loyalty points.
Mark Batty at Boden commented: “We want to ensure our customers have the best online shopping experience and allowing them to connect and chat, share recipes, gardening and style tips and review our products will help build our community. The social loyalty and shopping platform from BeAddictive, will also increase brand loyalty with a powerful loyalty system rewarding our members with points which can be redeemed against products or services they purchase, which itself increases loyalty. We will also be able to learn more our customers within our own environment, which will improve the targeting and relevance of our marketing.”
Boden plans to promote the new platform in March, and extend the community site to the US in 2011. The site is hosted using Amazon’s web-based cloud services.
BeAddictive takes a revenue share on advertising hosted on the site and a commission on the sales it generates. The company produces analytics in real-time to provide Boden with details such as registrations, survey responses and loyalty points earned and redeemed. A wealth of behavioural data, such as the number of people who asked a question before buying a product, or read a blog before buying is also collected, according to the provider.