Social media case study: TM Lewin
TM Lewin are a business dress outfitter who began trading in 1898 at Jermyn Street in the city of London, England. They currently have more than 60 stores across the United Kingdom, and have a reputation for being purveyors of excellent quality clothing and a very strong online sales presence.
Social media agency FreshNetworks were approached with the brief of using social media to position TM Lewin as an authority on business dress, as well as reach new audiences and engage with new and current customers. The FreshNetworks team set to work on building an interactive online community called "Off the Cuff", which was integrated seamlessly into TM Lewin's existing e-commerce site.
The community was created to be media and content rich, with guides, tips and video tutorials covering some of the frequently asked questions around business dress etiquette.
Existing TM Lewin employees, from the CEO down, then started to interact with the community on a regular basis, which included writing blog posts and addressing queries and concerns. This has helped TM Lewin with their customer service and customer interaction levels, positioning themselves as a caring brand that believes in their product, and showing that the voices of the consumer are important to them. User-created content in the form of questions is encouraged, and there are resident ‘experts' at the company who respond promptly to these queries.
The "Off the Cuff" community portal has resulted in community members spending 22% longer on the ecommerce website, and people who enter the community are twice as likely to convert on their first site visit. As well as this, half the visits to the community are from return visitors.
The community acts as a conversation facilitator between TM Lewin and their customers, creating a unique Social CRM situation where the company get detailed feedback and suggestions from community members. This gives TM Lewin a unique insight into how consumers view the brand, and a valuable opportunity to improve the product. Following the launch there were 180 ‘bright ideas' emailed to TM Lewin in just a few weeks, as well as over 200 reviews being submitted about their product lines.
"Off the Cuff" is an extremely diverse community, with members spanning 134 different countries - 43% of whom are from outside the UK. To date there have been over 52,000 visits to the business dress advice sections of the community. The community continues to grow, and the incredible success of the community has resulted in further plans to improve and expand the "Off the Cuff" portal.