Oasis Social Boutique Launch
The exciting news last week was that we launched our first ever Social Boutique with Oasis, the leading British contemporary fashion brand.
‘Oasis Exclusive Events’ is a new channel for Oasis to promote its products via fans and followers of the brand. The first campaign, called ‘We’ve Got You Covered’, featured six fashionable women’s coats from the new season range, with the incentive that the top three people referring friends and family would get their coat for free.
The event ran from the 22nd to the 27th October and was covered in the marketing and retail press and here is a summary of some of the highlights from The Drum, Marketing Week, .rising, Essential Retail and Retail Systems:
The Drum reported on the Oasis ‘social commerce drive to incentivise fans to promote the high-street fashion retailer to friends and family’ using ‘Buyapowa’s social boutique e-commerce tool’.
Briony Garbett, head of customer experience and e-commerce at Oasis, was quoted as saying “We’re really excited to be launching this social campaign so we can give our most loyal fans exclusive rewards and access to our products. We want to connect with our customers and are looking forward to boosting our social strategy with Buyapowa.”
Marketing Week wrote that ‘high street fashion retailer Oasis is turning fans into social media marketers’ in an ‘attempt to turn social buzz into sales’. Noting that ‘social is an “integral part” of the Oasis business strategy to put in place an omni-channel retail offering’, this was reported to be ‘the first in a series as it looks to grow its customer base in the fiercely competitive high-street fashion market.’
The article continued that, using a ‘bespoke hub, developed by social commerce business Buyapowa’, the ‘mechanic aims to encourage participants to drive word-of-mouth for Oasis with the prospect of opening up more offers and deals the more they share.’
Dot Rising also quoted Briony Garbett and stated that as ‘part of a wider ploy to boost its current social strategy, Oasis has launched a social commerce drive using Buyapowa’s social boutique e-commerce tool.’
Explaining the referral and prize mechanisms involved, it explained that ‘in a bid to launch social presence, the fan that introduces Oasis to the most people in their social networks will be rewarded with a new coat of their choice from the retailer’s latest winter collection.’
Essential Retail reported that ‘Oasis embarks on social shopping spree’ in ‘the first in a series of Oasis campaigns… saw the womenswear brand team up with social media technology firm Buyapowa to give fans of the brand the chance to win a prize from its new collection.’
Retail Systems reported that ‘Oasis has worked with Buyapowa to launch a social commerce initiative offering fans exclusive offers and rewards to share with friends and family’ and that ‘the launch campaign will promote the retailer’s winter coat collection’
Quoting Gideon Lask, CEO at Buyapowa, it reported: “Fashion is a creative and competitive industry; retailers need to incentivise people to share and interact, which is exactly what Oasis is doing. Shopping is a fundamentally social activity; we want to bring some of this interaction to the online world, helping retailers connect with fans, so they can benefit from their fans’ social connections.”
About the Buyapowa Social Boutique
The Buyapowa Social Boutique is a new offering from Buyapowa. Whereas, Buyapowa’s offerings all incorporate the three core mechanics of (i) co-creation (ii) dynamic pricing and (iii) gamification to create a really effective means to engage with and sell to a social audience, until now each campaign was limited to one product per campaign.
Reacting to demand from clients for a social media selling tool that allows customers to buy across a whole range of products with shared incentives, the Social Boutique provides increased opportunities for businesses like fashion brands where clients do not all want to buy the exact same product.