OPERATIONS

Bourbon & Boots pins down Southern lifestyle

BY Staff Writer

Little Rock, Ark. – By focusing on its brand story and collaborative boards, Southern lifestyle retailer Bourbon & Boots has dramatically increased cross-channel traffic through its presence on the Pinterest social network.

Founder Matt Price described how Bourbon & Boots has maximized the value of its Pinterest activities during a session at last week’s Internet Retailer conference in Chicago.

Bourbon & Boots, which has been in business for about a year, specializes in selling small batches of products from Southern artisans and releases three items a day and five pieces of original content every week. Doing prelaunch research in December 2011, Price said Bourbon & Boots discovered a large portion of its target customer base was active on Pinterest. The retailer has thus pursued an active Pinterest strategy since its official launch in February 2012.

“Our most successful tactic was to build collaborative boards and join other collaborative boards,” said Price. ‘What is the South?’ is the unifying theme.”

Price said Bourbon & Boots’ first major successful pin was a photo of a decorative Mason jar lighting in March 2012, which was pinned 15,000 times and gained the retailer 3,000 followers. In July, the retailer experienced the full potential of Pinterest-based marketing when a pin of a limited edition Johnny Cash necklace resulted in 500,000 pins.

“It changed our business because it became so viral on Pinterest,” said Price. “We had a 2,000% traffic increase across all channels.”

Bourbon & Boots has the photos it pins lead to category pages rather than category pages. Price said Pinterest is essentially the virtual equivalent of scrapbooking and that Bourbon & Boots’ designers also use the retailer’s Pinterest boards to promote themselves and their products.

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Track Daily Deal launches deal analysis reports

BY Staff Writer

Largo, Fla. – Track Daily Deal, an online service for deal site shoppers, is launching new deal analysis reports. The reports evaluate daily deal sites on criteria such as how a site ranks against competing sites, how often and when it adds deals, how much consumers usually save and number of visitors.

“Let’s face it, if you are on a tight budget, you are not going to check out sites that sell highly priced items,” said Track Daily Deal founder Danny Pajevic in a blog post. “Instead, you are likely looking for a deal that will only cost a couple of dollars. Our data can help you find a deal site that fits your budget.”

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Wet Seal appoints Talbots exec as head of stores and operations

BY Marianne Wilson

Foothill Ranch, Calif. — The Wet Seal announced today that retail veteran Lesli Gilbert has been appointed executive VP, stores and operations, effective immediately. Gilbert replaces Barbara Cook, former senior VP store operations, who resigned in February.

Most recently, Gilbert was senior VP of stores at The Talbots, where she was responsible for developing the stores strategy and framework to reposition the business

“We are pleased to welcome Lesli and believe she is an ideal fit with Wet Seal’s business, brand positioning and organizational culture,” said John Goodman, CEO. “Lesli will take responsibility for leading our field organization and store teams, inspiring the vision and values of our Wet Seal and Arden B brands in stores and driving consistent execution.

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