Retailer ModCloth Says Social Helps Conversion
Ten percent of ModCloth’s retail site traffic visits at least eight times a day. Isn’t that amazing? The statistic comes from ModCloth’s CEO and Co-Founder Eric Koger, who also says a third of users browse daily. How does the brand accomplish this? Retail’s BIG Blog’s “How data is driving the future of fashion at ModCloth” provides the explanation, but the answer is quite simple: ModCloth “gets” social business.
I’ve long been a fan of the brand’s flair for social marketing, especially the brilliant tone of its Twitter feed (@ModCloth), but it’s clear this personality (outgoing, cheerful and friendly) is present across ModCloth’s efforts. And it’s not a coincidence. It’s very purposeful, since nearly everything for the retailer – from product curation to customer conversations – is social.
What’s perhaps most interesting about the ModCloth success story, however, is that the brand makes direct connections between its community focus and its bottom line. In the Retail’s BIG blog piece, author Jennifer Overstreet reports that Koger believes “the brand’s community concept wins on three fronts. It helps differentiate the brand, the social validation component helps drive conversion and the sense of belong to a community fosters loyalty.” He also indicates, says Overstreet, that ModCloth’s “Be the Buyer” products (selected by fans via votes on its Facebook page and website) “sell two-and-a-half times better than other products on the site.”
