Social Media Can Cause Customer Loss
Social media giveth and social media taketh away. Terrific point made by Chico's online marketing manager Khanh Le at the MediaPost Email Insider Summit. It's important to drive customers to the retailer's Facebook presence, but then it's critical to find a way to bring them back to chicos.com, and the company is focusing on that. It's also exploring how to take advantage of Pinterest, but again it will be important to bring customers from there to chicos.com.
In customer acquisition, Chicos does rely on direct mail as well as social media tactics such as games on Facebook. Direct mail is used for “the initial handshake with a new potential customer,” but email and social are used to get her to make additional purchases, Le said.