Neiman Marcus steps into Facebook commerce with shoe-sharing app

By Rachel Lamb

Department store chain Neiman Marcus paired with blog ThisNext.com to create Shoe Dish, the first Facebook application where consumers can share shoes with their friends and buy them on-site.

To start, consumers must “like” ShoeDish on Facebook. Consumers will be able to find the app by typing it into their Facebook browsers or by following links from the ThinkNext and Neiman Marcus Facebook pages.
One feature of the ShoeDish app pairs a user’s Facebook friend with a shoe and asks whether or not the friend would wear them.

Based on the answer, the consumer can share the shoes on their friend’s Facebook wall or through Tumblr and Twitter.

“The most important way for a Facebook app to be successful is if it’s fun and if consumers are communicating with their friends,” said Matt Edelman, CEO of ThinkNext, Santa Monica, CA. “This app is for women who are excited about shoes to express that, and also interact with friends.”
“The other piece is that the app that gives you a reason to go back to it regularly,” he said. “There isn’t a place on Facebook where women have the opportunity to bookmark their favorite shoes, and now in our app you can do that and keep going back to your favorites list when you’re thinking about what shoes to buy.
Users can also choose shoes to put in their closets and look in their friends’ closets for new footwear inspiration.
If consumers want their friends’ opinions, they can “throw” a shoe at their friends and also check out which shoes are the most popular in the Trending Shoes section.

Get the full story on Luxury Daily

*************DDIH Question*************

I know one hotel who created a marketing campaign mixing “fun” + “communication with friends”, its name is ….. ?

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Posted on November 16, 2011, in Luxury Brand Influence and tagged , , , , , , , , , . Bookmark the permalink. Leave a comment.

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