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Carol’s Daughter, a New York-based line of beauty products for the hair, skin and body,

Word of Mouth Brand Equity

Carol’s Daughter, a New York-based line of beauty products for the hair, skin and body, partnered with ShopSocially, a leading social commerce platform, to unlock word-of-mouth recommendations from satisfied customers resulting in an increase in brand equity, referral traffic and revenue.

Carol’s Daughter has successfully used traditional digital marketing strategies to build their brand awareness including blogger and YouTube personality endorsements, social media engagement, brand partnerships, and media impressions on popular websites. It has built a loyal customer base with a product line made from the highest quality natural ingredients. These satisfied customers represented a powerful, untapped opportunity for ShopSocially – provide an integrated platform where customers are able to immediately share their eCommerce activity and passion for Carol’s Daughter products.

Extending Brand Equity

The ShopSocially platform provided a comprehensive set of tools that enabled Carol’s Daughter to successfully extend its strong brand equity over social media channels. The social modules oncarolsdaughter.com combine existing purchase intent with social engagement. Examples of these social modules include Get-a-Fan and Share-a-Purchase, which help identify loyal shoppers and convert them into Facebook fans and brand ambassadors, respectively. With ShopSocially’s Share-a-Purchase app, the brand captures customer product passion that is then disseminated on social media channels, generating authentic, word-of-mouth endorsements and increased engagement.

“ShopSocially’s strategy of on-site social commerce has helped us unravel the considerable, but undeveloped power of word-of-mouth recommendations”, said Jessica Klein, Director of E-commerce at Carol’s Daughter. “ShopSocially has provided the tools for our customers to spread their love of our products to their social circle helping us acquire new customers, and eventually driving incremental revenue.”

Social Commerce Results

Social modules from ShopSocially are contributing an impressive 8% of total online revenue for Carol’s Daughter. Thousands of social testimonials created each month by customers who purchased from the brand. 2.58 times higher conversion rate for visitors originating from these testimonials as compared to other visitors on site. Increase in customer loyalty with a large number of customers purchasing and sharing more than 15 transactions over a period of 6 months. 15% increase in Facebook fan base since implementing ShopSocially. Customers who interact with the social module make a purchase at an impressive 33% conversion rate. More than 25% of people who shared their purchase are strong social influencers with a circle of greater than 500 friends on Facebook. “Most retailers have been using social media as yet another channel to push their marketing messages to users. However, research has shown that consumers trust their friend recommendations three times more than such marketing messages,” said Jai Rawat, CEO of ShopSocially. “Customers are the new marketing channel and it is imperative for every brand to proactively identify and engage their loyal customers.”

About Carol’s Daughter:

Carol’s Daughter is Lisa Price, a woman whose passion for fragrance led her into the kitchen to create “good for you” products, for her friends and family. Inspired by the delicious recipes and irresistible smells from her Nana’s kitchen, Lisa’s creations all began with a beautiful fragrance and the best ingredients. Her dedicated following only grew as she took her formulas from the kitchen to the flea market, to her first boutique in Brooklyn, NY. Today Carol’s Daughter products can be found in Carol’s Daughter retail stores and on carolsdaughter.com, at Sephora, Macy’s, Dillard’s, Regis, ULTA, Belk, and on HSN.

About ShopSocially:

ShopSocially is a SaaS social commerce platform driving millions of dollars in incremental revenue, new customer acquisition, improved SEO rank, growth in Facebook fan base and word-of-mouth branding for 100s of top brands. ShopSocially platform enables a suite of onsite social apps for eCommerce sites. Examples of these apps include Ask-a-Friend, purchase sharing, fan acquisition, shopping community, social reviews and more. ShopSocially has won several awards and has also been featured by Facebook in a Social Commerce case study. Launched in Oct 2010, ShopSocially is a privately held company in Mountain View, CA.