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Marc Jacobs Pop-Up Shop Exchanges Products For Tweets

For years, retail executives and analysts have contemplated the true definition — and overall value — of social commerce.

Trends such as Facebook storefronts have fizzled and now, retailers are realizing that social word-of-mouth is far more compelling for consumers and, in turn, more profitable.

Marc Jacobs is putting a new spin on the “social commerce” concept with its Daisy Marc Jacobs Tweet Shop. As the name implies, the luxury brand won’t be asking consumers to empty out their pockets in exchange for high-quality merchandise. Instead, transactions will be based on how a customer uses Twitter, Instagram and Facebook to generate buzz for the pop-up shop. To celebrate Fashion Week, the store will be open in SoHo, New York City, Feb. 7-9, 2014.

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This is brilliant because you’re buying advertisement,” said Greg Girard, Program Director of Merchandise Strategies at IDC Retail Insights. “You’re buying positive word-of-mouth and peer-to-peer influence.”

Consumers can collect their digital currency by using #MJDaisyChain in tweets, as well as Facebook and Instagram posts. The more the designated hash tag is used, the more fragrances and small accessories consumers can buy.

“It would be cool if you knew the Klout score of that particular user,” Girard noted, “and then determine the discount based on the overall influence of the hash tag.”

A social media contest is tied to the digital currency concept to keep consumers engaged and actively participating. Each social media post will be critiqued, and those with the most creative updates will be entered to win larger-ticket items such as Marc Jacobs’ handbags.

Girard noted: “This is using gamification, which is a really smart thing to do.”

The Daisy Marc Jacobs Tweet Shop already has the fashion world and consumers buzzing, making it a highly effective marketing strategy. However, to see tangible results, Marc Jacobs needs the metrics to back it up.

“Marc Jacobs needs a metric feedback loop to understand the reach, but it may not be that easy,” Girard said. “In this case, the creativity may be ahead of the analysis. For someone to scale the strategy, they have to build the analytical foundation that matches the creative power.”

Increased need for detailed data regarding creative campaigns underscores the need for communication and collaboration between the CMO and the CIO, according to Girard. “Marketing creativity is fantastic, but that creativity needs to be complemented by analytics.”

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