Fri, June 18, 2010 - 9:24:42

Ann Taylor LOFT Uses the Power of Nice to Generate Online Buzz

Yesterday, several Ann Taylor LOFT employees tried on a new style of silk cargo pants, took a few photos, and posted them to Facebook.  But, instead of generating a few friendly “likes” from their family and friends, the photographs were the first link in a chain of positive interactions that have made international headlines today.  You see, the photos were posted to the Ann Taylor LOFT Facebook page, and were taken in response to direct feedback from their loyal fans. And they are proof positive that even in the digital realm, nice works.

The story really begins a few days earlier, when Ann Taylor LOFT staff posted new catalogue photos to their Facebook page featuring a lean and leggy blonde modeling the apparel company’s newest designs.  But, instead of receiving feedback from their fans about the clothes, they got a number of comments in which their customers expressed a desire to see how they might fit on “real” woman’s body.

Instead of deleting the comments or ignoring them altogether, Ann Taylor LOFT made one very smart—and very NICE—move. They listened. Instead of assuming they knew best, as experts in fashion, they opened up their ears to their fan’s complaints and used their newfound knowledge to make a positive impression.

And, as we like to say, positive impressions are like seeds—even when they’re virtual. In fact, thanks to the popularity of online social networking sites like Facebook, NICE has more power than ever before. As anyone at Ann Taylor LOFT could now tell you, every positive impression, kind deed, or act of goodwill has the power to “go viral,” and by using NICE as a guiding principle—whether professionally or personally—you can connect online in a whole new way.

Posted by Linda and Robin