Apparel retailer/cataloguer Boden is launching an online
community that will allow customers to read and write blogs,
enter competitions, share photos and videos, and write reviews.
The hub is built and hosted by social loyalty platform
BeAddictive.com and links with Facebook, Twitter and other
social-media platforms, as well as with bespoke specifications
planned by Boden. In turn, BeAddictive works on a revenue share
basis, receiving commission on sales it generates.
The site rewards visitors with loyalty points that can be
redeemed against products or converted into
“money-can’t-buy” experiences like lunch with founder
Johnnie Boden. For Boden, the community site allows the company
to better understand its customer through customer research,
polls and surveys-customers are awarded loyalty points for taking
part. Following its UK launch in March, Boden plans to extend the
community site to the US later in 2011.
Further, Boden has also invested in offline social elements. In
January, the company announced it had appointed publishing agency
Sunday to create a “pioneering departure from other retail
customer magazines”. A biannual publication called A
Thousand Little Things is scheduled to be mailed to 300,000 Boden
customers this spring. The publication will draw on social
networking sites and the web in general to generate crowd-sourced
content by Boden’s fans and customers as well as content written
by journalists and Boden’s members of staff.
Share