I’ve felt more opinionated about fashion trends lately. I love statement sleeves – short and long, but you’ll never catch me in a tee with a cold shoulder. I believe that one day thousands of women will wake up and wonder why they spent so much $$$ on clothes with holes. Too many women look alike these days – what ever happened to expressing your individuality through personal style? As you can imagine, I’m not a fan of distressed jeans either.
A few months ago, I wrote about drinking tea with Carly Rae Jepsen. We didn’t meet at DAVIDsTEA to catch up like old friends; we simply posed at a meet and greet. Drinking coffee with Second Cup’s chairman Michael Bregman was kind of similar. It wasn’t a one-on-one information interview, but rather a breakfast event where he spoke and young professionals listened intently.
In hindsight, Michael’s talk was similar to Annie Young-Scrivner’s keynote at QMAC 2013. At the time, Annie was President, Starbucks Canada and now she is President, Teavana. On both occasions, Michael and Annie succinctly shared their views on coffee consumption, inspired advice-hungry audiences and left enough time for questions.
It’s one thing to “Like” a store on Facebook and follow them on Twitter.
It’s quite another to learn about how Zellers uses social media while in Liquidation mode.
Name: Jennifer Zedic
Position: Director of Marketing – In Store and Social Media
Employer: Zellers
Education: Fashion Marketing and Merchandising, Ryerson University
Favourite Zellers purchase: Pure by Alfred Sung knit scarf (I liked it so much I bought 5 different colours!)
Professional role model: Heather Reisman – Indigo: I love how she has taken the book store and made it a shopping experience and how she did not back away from technology when it threatens the business, but instead embraced it. She has built a strong and reliable brand and owns the market in Canada.
What makes Zellers a uniquely Canadian store?
History and memories only found in Canada make Zellers a uniquely Canadian store. The fans’ comments from our Facebook page talk about their experience with Zellers growing up in Canadian communities and how the great Canadians who work at those stores made a difference in a lot of their lives.
How has the marketing department’s role and responsibilities changed since learning that Zellers stores will close?
The marketing team is focused on continuing to build great flyer deals that our customers are expecting. We have pulled away from other forms of marketing, such as TV, radio and specialty print but maintained our flyer program and invested heavily in social media. For our Liquidation stores, we are using an extensive amount of ROP’s in local markets to highlight the weekly deals to the customer.
How does Zellers decide which social media channels are worth the investment?
Social media strategy for us is to provide information to the community on what they want to hear about as it relates to Zellers. We chose to invest in Facebook since it is the best way for us to communicate to our customer on a more personalized level and to the largest audience.
