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Specialty retailer mobilizes social efforts


Bag, Borrow or Steal, a specialty online retailer that allows consumers to buy, rent and sell luxury handbags and accessories, is all about creating a sense of community.

To further enhance the feeling of connectedness among customers, Bag, Borrow or Steal is partnering with mobile marketing solutions provider Zumobi to curate and optimize its social content for mobile shoppers. Using the Zumobi Zbi brand integration platform, Bag Borrow or Steal aggregates content from its blog, Twitter and Instagram feeds into a dynamic shopping experience called a microzine that is optimized for the mobile Web.

A key component of the microzine is the ability to introduce shoppable content, allowing the retailer to offer direct links to purchasable items in the social content delivered to customer mobile devices. The retailer is also partnering with Seattle-based digital marketing agency Hi Pop Media to produce the microzine.

Bag, Borrow or Steal is also able to collect and analyze customer data for refined targeting, as well as measure overall mobile content performance. Customers receive personalized mobile content based on their behavior and shopping history.

“Our job as a retailer now requires the ability to not only stay ahead of fashion trends, but digital trends as well, as more consumers take their shopping habits to their smartphone,” said Robert Treves, COO of Bag Borrow or Steal. “This year, we’re focused on jumpstarting our mobile efforts and engaging smartphone users – a new audience for our company. Zumobi’s Microzine enables us to accomplish this by providing an elegant app-like experience for our customers, without developing a separate app.”

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