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The benefits of combining word of mouth and digital interactions are crystal clear to marketers at Swarovski—especially when it comes to driving in-store purchases.
“Word of mouth, we're finding, is actually more and more important every time we do an event,” says Robin McCall, marketing manager for Swarovski Crystal Society, a community that customers can join to attend the company's private events, as well as receive free gifts and exclusive rewards. “But if you're not having the people who are your fans and your advocates speak for you, it's that much harder to be successful.”...
Marketers say the lesson of a revamped strategy is crystal clear: tap into digital advocacy.