Zumiez, Part II

Zumiez has been a strategy leader when it comes to social media engagement with its customers. It encourages customers to connect via Facebook, Instagram, Twitter and Foursquare. Zumiez rewards customers with loyalty points when they do. In addition, if you attend a Zumiez Presents Event and tag your photo, you can win additional prizes. When customers are posting about your brand, they have more skin in the game. They are more protective of your brand and have a greater chance of being loyal long-term. Zumiez is a leader in the loyalty department. Why? It pays. Smith (2015) says, “Since loyal customers spend an average of 23percent more than those who are less actively engaged, brands that take loyalty seriously are evolving their existing efforts to include increasingly unique and extraordinary rewards to drive revenue.”

Surprisingly, Zumiez does NOT have a mobile app. When I contacted the company via email asking why they did not have one, a customer service representative simply replied, “I am so sorry, but right now, we do not have an app for our site yet. We are working hard to see if we can get one, but everything is not set in stone. I do apologize about this” (L. Daniels, personal communication, June 2, 2015). Odd that a company with over 500 mall-based stores across the U.S., Canada and Europe with over $700 million in revenue targeting such a young demographic would be so behind the curve on this.

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Smith, G. (2015, April 1) 7 ways to you’re your customers loyal. Retrieved from http://www.imediaconnection.com/content/38433.asp#5VEzK3DAfdHsEdTc.99

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