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For brands using the seemingly ubiquitous Facebook 'Like' button, more is usually better.

Translating all those 'likes' into sales, however, is for many if not most brands, a difficult exercise. After all, it's easy to get consumers to say they like something than it is to get them to pull out their wallets.

But Brazilian fashion retailer C&A is taking an interesting approach to using the Facebook 'Like' to drive sales. Springwise describes the company's "Fashion Like" campaign:

Through its new “Fashion Like” initiative, C&A has posted photos of a number of the clothing items it sells on a dedicated Facebook page, where it invites customers to “like” the ones that appeal to them. Special hooks on the racks in its bricks-and-mortar store, meanwhile, can then display those votes in real time, giving in-store shoppers a clear indication of each item’s online popularity.

Will seeing which fashion items are most popular with consumers on Facebook drive in-store shoppers to purchase clothing they otherwise wouldn't have? That remains to be seen, but there's no question that C&A has found an interesting angle for merging the online with the offline.

And merging the online with the offline is something we can export more and more retailers to do going forward. While many if not most initiatives won't be as eye-catching as C&A's campaign (nor do they need to be), the Brazilian fashion retailer's effort is a good reminder that data collected online can be applied offline, and vice-versa, to create interesting, multi-channel shopping experiences. More importantly in many cases, doing this will help ensure that customers not as active in certain channels are encouraged to explore a brand's presence in those channels.

Patricio Robles

Published 7 May, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (1)

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Dan W, Digital Marketing / Ecommerce / Optimisation Professional at Personal

Equally excitng is the potential this has for conversion tracking - as in 250 people picked up and liked this garment, but only 2 customers converted at the checkout. Why is that?

Great post!

about 4 years ago

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