Case Study: F-Commerce Shines for Apricot Lane

PROBLEM: Apricot Lane Peoria (ALP), a franchise of the omnichannel retailer of women's fashion apparel and accessories, wanted to sell its products on Facebook.

SOLUTION: Partnered with an online shopping cart provider to build a store app on its Facebook page.

RESULTS: Since launching its Facebook storefront two years ago, ALP has tripled its monthly f-commerce sales, which now account for more than 50 percent of the company's total sales. In addition, ALP has seen its number of Facebook followers grow from 5,000 to over 140,000.

For a boutique apparel and accessories retailer such as Apricot Lane Peoria (ALP), building a community of fans, and ultimately converting those fans into customers, is a top challenge. With a limited brick-and-mortar presence and a modest digital advertising budget, getting brand recognition was a concern for ALP. Enter Facebook.

The social media network has proven effective at extending ALP's reach. While selling its products on Facebook was always a goal for ALP, it first needed to create an engaging environment on the social site before it could begin introducing merchandise to fans. The team at ALP has worked to create personal relationships with its Facebook fans by posting behind-the-scenes photos, telling stories about their families, and giving sneak-peeks at new merchandise. With a trust factor established, ALP felt confident it could sell its products on Facebook — something larger retail brands have struggled with.

"Our success comes from the fact that we're personal with our customers," says Jena Green, co-owner of ALP. "They follow our Facebook page and feel like part of the family. Our customers are more loyal to us for this very reason. A lot of people feel disconnected with ‘corporate’ Facebook sites. If they want something from Nordstrom, for example, they're going to go straight to its website because the Facebook page just isn't engaging enough. It's the complete opposite with us; they can't wait to see what we're posting to our Facebook page next."

A More Efficient Sales Channel
ALP chose Ecwid, a shopping cart and e-commerce solutions provider, to build its Facebook storefront. After about a month of set-up time, including getting its merchandise posted, ALP launched its Facebook storefront in February 2012. This wasn't the first time the retailer had sold its products on the social media site, however. It's just proven to be the most effective.

"We still post pictures to our Facebook page of items we have for sale, but now we attach the link that takes them straight to our Ecwid-powered Facebook storefront to shop," notes Green. "We now have an easier way of closing the sale. Before they had to order over the phone, which some customers still do, but now they just click the link and shop away without leaving Facebook. Ecwid hasn't changed our strategy; our strategy just became easier to execute."

Green and her team spend time each day updating ALP's Facebook page. The merchandise for sale on ALP's Facebook store often differs from the products found on its e-commerce site, creating a "crossover" customer. In addition to offering Facebook-exclusive merchandise, ALP offers same-day shipping for most of its Facebook orders.

The attention that ALP has given its Facebook page has paid off. The retailer's f-commerce sales have tripled in the two years since its storefront launched, and the momentum is showing no signs of slowing down. Facebook now accounts for more than 50 percent of ALP's total sales.

"Apricot Lane has really made its Facebook page a destination," says Jim O'Hara, president of Ecwid. "It's built a fan base and community that's drawing more and more visitors to the Facebook page, who then have turned into followers. It keeps its page fresh with regular specials and deals, and solicits its followers on which products it should add to its inventory. Apricot Lane has done a really good job at working the spirit of Facebook and not trying to sell to fans like you might see a larger brand focus on. It's making it very personal."