Orvis Going to The Dogs, Socially
I was talking Monday evening at the eTail opening reception with Kevin Ertell, VP-retail strategies for ForeSee Results, and Brad Wolansky, VP-global e-commerce for The Orvis Company, and the conversation quickly steered to social media.
The question: How can retailers effectively leverage Facebook, Twitter and other social networks? Are merchants going to force-feed its customers with offers a few times a day? Or will their message get lost in the shuffle of other status updates and Twitter feeds?
Ertell said he’s tried tweeting people recipients with a simple request: Re-tweet this tweet, and change the number in the parenthesis by one so he could see how many generations it went forward.
The furthest Ertell has seen those tweets go is the four.
But also, Wolansky pointed out, if a consumer is that interested in receiving communication with a merchant, why wouldn
