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03/29/2021

Specialty footwear retailer M. Gemi turns customers into sellers

Dan Berthiaume
Senior Editor, Technology
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M.Gemi, a Boston-based Italian footwear brand, is creating a new social sales program – for its top customers.

The omnichannel, direct-to-consumer retailer is leveraging the Social Sales Teams platform from CRM technology provider Mavely. The solution is designed to enable retailers to engage the 5%-10% of their most loyal customers to promote and sell products via their social media accounts.

Utilizing Mavely technology, M.Gemi has been able to employ training and engagement tools to help increase its social selling team’s effectiveness over time. Once onboarded, customers-turned-sellers gain access to a custom branded digital sales platform (via web and app) where they can see their incentives, post content across their social environments, track their success, and receive sales training via Mavely’s University platform. 

Mavely also provides a Social Store feature, which allows any member of a retailer’s sales team to create shoppable Instagram posts.

"The Mavely technology has allowed us to easily empower over 2,000 of our customers to be a social sales team for our brand with our M.Gemi Partners Program,” said Heather Kaminetsky, chief brand officer of M.Gemi. “Not only do these M.Gemi partners drive revenue and new customers through their sharing of products, but they have created a deep community connection to our brand, helping inform product decisions as we grow." 

“As digital advertising costs continue to skyrocket across social platforms, many e-commerce brands are looking for alternative channels of revenue growth and customer acquisition. This is exactly what we are solving for with our new Social Sales Teams offering,” said Evan Wray, Co-Founder of Mavely. “We’re seeing a five-year acceleration of e-commerce in a shortened period of time due to the pandemic, and Mavely is providing an alternative channel for digital retailers.”