Interactivity

In September of 2010 J.Crew launched an advertising campaign to better interact with their customer. The advertisement was featured on its website and was an effort towards social commerce. In the advertisement there was a man surrounded by J.Crew clothing and accessories and complementary products from other retailers. Customers were able to click on the complementary goods and they would be directed to where they could buy that particular product. This advertisement campaign allowed J.Crew to act like a friend in assisting their customers with their online shopping experience. Social commerce mixes networking and online shopping. Many other retailers are using social media as a means of social commerce. J.Crew’s weakness and a possible threat to their business is their lack of organization and involvement in social media. Creative director and President of J.Crew, Jenna Lyons came up with the idea of “Jenna’s Picks” on the J.Crew website to better connect with their customer. “Jenna’s Picks” feature J.Crew merchandise that Lyons has hand selected to highlight. The “Jenna’s Picks” page on the J.Crew website has been very successful in creating personal connections and forming relationships with their customers. J.Crew has found that the majority of the products featured on this page sell out due to Lyons esteemed position and style icon status.