Jones Apparel

Fan-Exclusive Pop-Up Shop Ignites Facebook

Company:

Rachel Rachel Roy is a division of the $3.3 billion Jones Apparel Group, Inc. Launched in fall 2009, the brand has quickly gained a reputation for high-impact use of social media.

Challenge:

Ignite excitement over the launch of the brand's limited edition jewelry collaboration between Rachel Roy and the Grammy award-winning singer/songwriter Estelle.

Solution:

Rachel Rachel Roy chose Fluid Social to launch a three day fan-exclusive pop-up shop on Facebook, where thousands of their fans (and their social networks) already spend so much of their time. An edited version of the collection, complete with a Facebook-exclusive ring style, was showcased in a highly branded, curated shopping experience right on Facebook.

Business Results:

The project was a huge success:

• Sold out of Facebook-exclusive product in six hours
• Gained 1.5 new Facebook fans each minute over the first 24 hour period
• Doubled Facebook fan base in one week
• Expanded fans' interest beyond pop-up store, achieving a top three highest revenue day on rachelroy.com

Treating Fans to VIP Access

Rachel Rachel Roy was seeking to offer their fans a truly special experience. Explains Rachel Rachel Roy Senior Vice President of Marketing Amy Rapawy, "when you interact with a brand you love, you want to feel like it is a more personal, deeper connection and brand experience than you would find on a website or in an ad. It was important to us that our fans have VIP access to shop the collection before it hit stores."

Social Features on Every Click

Fluid built Fluid Social to help maximize every tool Facebook offers. "You can really tell that Fluid knows Facebook inside and out," says Amy. "They built the application to integrate social features such as "like" and "share" at every touch point—and these would go right into their status update. It was true 360 degree social."

Spot-On, On-Brand

While competitive solutions offer cookie-cutter approaches to Facebook presence, Fan Shop enables completely customizable design. "The minute your Facebook page looks like a replica of your website, you are missing the point of social," explains Amy. "We were really impressed by how quickly we got what we wanted and how the design was spot on–it was a great experience."

Seamlessly Blending Editorial and Shopping

The Fluid solution makes it easy to integrate rich media and exclusive editorial into the shopping experience. As fans explore the shop, they can get an immersive brand experience and a glimpse "behind the scenes" as they shop.

Expanding Fans' Exposure

Fluid's solution allows seamless checkout in the familiar and safe environment of your own site, which drives additional brand exposure and sales. Amy comments, "what we loved about Fluid's solution is that it gets everyone to our site at the end. We found that fans could then experience the brand in an extended way–shopping apparel or handbags. As a result, we achieved one of the top three sales days."

No-Issue Integration

Built for speedy, seamless integration, Fluid Social "was almost magically integrated," says Amy. "We were impressed by how easy it was to integrate Fluid Social with the ecommerce platform we were already were on."

Deep Social Expertise Drives Success

Fluid, a Facebook Preferred Developer Consultant, has developed deep expertise in helping retailers succeed with social. "The success of the solution is due to Fluid really knowing the social landscape so well. They really maximized every tool Facebook has with this application."