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Zappos teams with Kenshoo Social and Shoutlet on Facebook marketing

BY Katherine Boccaccio

San Francisco — Social marketing platform Kenshoo Social said Wednesday that it has completed an integrated Facebook marketing campaign for Zappos and cloud-based social marketing platform, Shoutlet.

During a two-month test on a single-brand page, Zappos’ Facebook posts generated approximately 85,000 visits to its website. The traffic produced an average order value on par with its paid search and social marketing programs and achieved an average conversion rate of 1.75%.

Through the Kenshoo Social and Shoutlet solution for paid and owned media attribution, Zappos was able to measure Facebook page posts by sales revenue for the first time and identify the value of Facebook as a marketing channel. Leveraging new social media metrics, including revenue per post and revenue per click, Zappos identified the brand’s highest converting Facebook page posts, and the team’s social content managers tailored subsequent posts toward revenue goals.

Additionally, Zappos’ paid social media buyers were able to selectively amplify posts with paid ads based on conversion and revenue data, rather than rely on engagement metrics such as likes and shares, which do not necessarily correlate to sales.

“The conversion attribution solution from Kenshoo Social and Shoutlet allowed the Zappos team to create and amplify synergies between our paid and owned social media strategies,” said Graham Kahr, social scientist at Zappos. “Through integrated reporting, we gained a holistic view of our customer throughout the path to purchase, which has enabled us to better understand the impact of our investments.”

During the campaign, 42% of Zappos’ posts resulted in sales and revenue as measured by Kenshoo Social and Shoutlet. The integrated solution allowed Zappos to more effectively allocate its owned and paid social media marketing resources based on bottom-line revenue generation.

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Staples Canada and Alliance Data announce multi-year agreement

BY Katherine Boccaccio

Dallas — Alliance Data Systems Corp. announced Thursday that its Canadian loyalty business signed a new multi-year agreement with Staples Canada Inc., which operates about 330 locations under the banners Staples and Bureau en Gros.

Staples Canada joined Alliance’s Air Miles Reward Program, under which reward miles are redeemed for more than 1,000 different rewards. The retailer will launch the program in-store and online in March.

"This partnership represents a great fit with our overall strategic direction and our focus on putting the customer first," said Steve Matyas, president of Staples Canada.

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H.H. Gregg to match prices of online retailers

BY Staff Writer

Indianapolis — H.H. Gregg announced that it has launched a “Price Match Guarantee” to ensure that its customers receive the lowest advertised prices on merchandise both in stores and online, for up to 30 days after the date of purchase.

Under the new program, H.H. Gregg said it will match competitors’ lowest advertised prices on in-stock merchandise of the same make and model, up to 30 days after a purchase. The guarantee applies to local brick-and-mortar competitors as well as a list of major online retailers. Customers do not need to bring sales flyers to the store, as sales associates can verify competitive pricing.

“We want customers to know without a doubt that they are getting the lowest prices when they shop at H.H. Gregg,” said Dennis May, president and CEO of H.H. Gregg. “That has always been our unofficial policy, but now we are putting it down in writing for our customers. Our new pricing match policy combined with our highly trained associates ensure a best-in-class customer service experience in our stores and online and deliver incredible value for our customers.”

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