Marks & Spencer launched its swhopping initiative last month and as part of the launch the retailer built a Facebook app to give the campaign a strong social element. Nearly a month on, the Facebook app has about 86,000 active monthly users.
The app allows customers to socialise their shwops and users can see how many items are being shwopped and interact with others. Users can earn points on the app by taking part, registering their shwops and by inviting their Facebook contacts to join – it is suggested that this kind of social sharing is more influential than traditional advertising. Points earned give participants a ranking in the Top Shwopper chart and each store is also given a ranking based on how many people are shwopping, allowing customers to see how their local store is performing.
The app also features a ‘Shwop or Not’ game allowing customers to upload photos of clothing and ask other users to vote. This drives engagement with the brand and creates a community feel.