Invest time and money

Active wear retailer Lorna Jane makes as much revenue from its website sales as it does from 20 physical stores. And Facebook drives 10 per cent of the website’s traffic. So does that mean Facebook equals two stores? “I’ll let you do the math,” Lorna Jane’s digital strategist Sam Zivot says.

“Of all the retailers we deal with within Salmat, and we have the opportunity to deal with most, Lorna Jane is probably the most innovative,” the chief executive of Salmat, a listed marketing company, Grant Harrod says.

Facebook ranks third in delivering traffic to the website after search and targeted emails. To boost this effect, the chain is not afraid of the investment side of ROI. There are two staff working full time on social media. The brand has a Facebook page and another 130 pages for each of its individual stores. The aim is to create more specific and local content, Zivot says, adding that the company is investing in software to streamline this process.

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