Free People, a division of Urban Outfitters, received a Gold award in the category of Social, as part of the Retail TouchPoints 2013 Customer Engagement Awards, announced in December 2013. A total of 14 retail companies received both Gold and Silver awards in 7 different categories.
The award-winning project featured a new online Style Community, FP Me, launched by Free People in February 2013, and a dedicated iOS app in June 2013. Through the dedicated app, users can scan hangtags in-store to access product reviews, view FP me style pics, and get styling inspiration, thus bridging the gap between brick-and-mortar shopping and mobile/online shopping.
Jed Paulson, Director of Marketing and Ecommerce at Free People, shared these comments, following the announcement of the awards: “With the launch of both FP Me and a dedicated iOS app this year, we have been able to engage with our customers through new and exciting mediums. Making these visions a reality with our partner, Weblinc, is a true pleasure, and we are honored to have these successes recognized by Retail TouchPoints.”
The 89-store retailer worked with WebLinc to launch the new community. “Working with URBN Brand Free People to launch their online style Community, FP Me, in February 2013, was a huge success for our teams,” said Darren C. Hill, Co-Founder and CEO, WebLinc. “WebLinc helped Free People to recognize and bring the FP Me vision to life, with the goal of creating a deeper sense of brand engagement and interaction with customers. This community is especially unique in that empowers fashion lovers to define their style and share it with others – creating looks, curating collections, and interacting with others – ultimately providing loyal fans and new customers with a user-friendly, engaging experience.”
To download a complimentary copy of the entire Customer Engagement Awards report, click here. Nominations for the 2014 Customer Engagement Awards will be open in October. Retail TouchPoints also presents two other awards programs each year: Channel Innovation Awards, in May, and Store Operations Superstar Awards, in August/September.