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Flying in the Facebook of fashion: Lyle & Scott launches social media commerce store

Thursday 30 June, 2011

Flying in the Facebook of fashion: Lyle & Scott launches social media commerce store

There's a massive buzz about social media commerce at the moment. To prove the point, it was standing room only for Lyle & Scott's session at our recent client conference. About 40 retailers squeezed in to hear the company's head of e-commerce Will Dymott announce the launch of its first social media commerce store, powered by a BT Fresca application. It means Lyle & Scott can now sell directly to its army of 40,000 Facebook fans, as well as all their friends, and their friends, and...

The last decade has been a period of unprecedented success for Lyle & Scott. Founded in the Scottish borders and with a heritage of more than 135 years, the retailer was named Drapers' Young Fashion Brand of the Year in 2010. But with new admirers comes a new bunch of demands. So Lyle & Scott turned to us to help refresh its e-commerce site, boosting its mobile and social networking presence at the same time.

The Facebook commerce site follows Lyle & Scott's recent re-launch of its main website which is optimised for mobile use. Designed and developed by BT Fresca, the site is now serving more than 53 countries. The pared-back design is suitable for all types of smartphones, with simple and uncluttered pages for quick and easy navigation on mobile browsers.

Will said: "Our customers can now shop with us no matter where they are or what they are doing, our mobile site was the first step, now our new Facebook store means that customers can shop socially without leaving Facebook.

"BT Fresca is a perfect fit for what we want to achieve and has supported us in the development and execution of a social media strategy that will increase sales and enhance our customers' buying experience."

As well as designing the application, BT Fresca is also providing Lyle & Scott with online marketing services, including traffic analysis and e-mail campaigns.

Laura Summers, BT Fresca's online marketing manager, said: "Transactional social media has huge potential for retailers – both for revenue and brand building.

"Today's consumers spend more time on Facebook than on retail web sites, so it's important for retailers to have a consistent brand image across all channels. It's really exciting to be working with Lyle and Scott as it integrates its web, mobile and social media presence."

For more information on our e-commerce and online marketing services visit or call us on 0870 850 6880.

You can also view Sarah Hughes, MD BT Fresca and Lorna Stellakis, Merchandising Director, Lyle & Scott discussing the mobile and facebook project at this year's Retail Week Technology Awards: Lyle & Scott at the Retail Week Technology Awards. (00:57)

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