Fat Face hungry for Web 2.0 friends

Fat Face is looking to bring in more customers and retain their loyalty by promoting its brand on social networking sites.

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Fat Face is looking to bring in more customers and retain their loyalty by promoting its brand on social networking sites.

Pete Crowe, head of IT at Fat Face, said the outdoor activity retailer was stepping up its online presence by building its profile on Facebook, Flickr and YouTube and linking back to its own website, which sells products and promotes adventure breaks.

“We don’t advertise, we use word of mouth and PR,” said Crowe, adding that social networking on the web was one of the best new ways to reach consumers and get them talking, even if it is not yet commonly used by firms.

“Data is at the heart of our strategy. It is collected across all channels and fed into our central customer database.”

The company, which has 130 stores in the UK and an annual turnover of £111m, said 70% its customers are women, generally aged 30 to 50 with a family, and most tend to shop there over a number of years.

Fat Face hopes to generate more loyalty and memories around its brand by using the social networking and content sharing sites, and to win more customers as people invite their friends to view the content. The company has uploaed content including skateboarding and mountain biking video clips.

The retailer is using the Viper database from supplier Smart Focus to segment and score customers according to how recently they shopped at Fat Face, how frequently, how much they spent and what type of product they bought. This information is then used to target customers with email and post promotions.

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