How does a luxury department store lure in it's next generation of savvy, high-end customer? By letting them " help determine Lord & Taylor’s Christmas windows," (surely they mean holiday windows!), using Facebook fan submitted photos in their windows during FNO, and launching a SMS mobile strategy that now has more than 100k users, obviously!
Lord & Taylor CEO Brendan Hoffman sat down with The High Low to discuss these and other social media strategies the 5th Avenue shopping staple has implemented in the last year and a half. Most interesting to note are the ways in which the department store is seeking to close the gab between online and offline activities, such as a prom event in-store that connected with a Facebook campaign.
"Wherever our customers are, in-store, online, or via mobile, there’s a way to connect with Lord & Taylor, even if right now the experience isn’t equal across all the mobile channels." - Brendan Hoffman, CEO Lord & Taylor
While execution can sometimes be a bit clunky (the Facebook landing tab could use a luxury design touch a bit more befitting of the brand, and a recent tweet with a broken bit.ly link left a bit to be desired), it is encouraging to see a major retailer connecting the dots with regard to digital marketing and in-store activities. Crowd-sourcing windows, reaching out to the prom customer and being available for customer service are each powerful tactics to keep Lord & Taylor relevant and entrenched in the daily world of today's social customer.