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
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.