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The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales by Paul Marsden, Paul Chaney

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SECRET 17SHOPPING FIRST, SOCIAL SECOND

Retail isn’t broken. Stores are.

—RON JOHNSON, CEO JCPENNEY

SHOPKICK

Amie considers herself a pro-shopper. She’s what’s known in the trade as a “market maven”; she loves shopping and knows where to get all the best deals. Amie is the person her friends turn to when they want shopping advice. One morning, when she was trying on a new outfit in the fitting room at fashion retailer American Eagle, she noticed a poster on the door announcing, “Get rewarded for coming into the store and trying on clothes.” Not only did it catch her attention, but it captured her imagination.

The poster was about a shopping app called Shopkick that rewards users just for coming into the store. Amie downloaded it then and there ...

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