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InsideFMM | October 24, 2014

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Bluefly.com To Launch Social Game Platform

We’ve been hooked on Bluefly Closet Confessions since its inception and we’re beyond impressed by Moxsie’s use of Badgeville for its #Buyerchat series, so naturally we’re excited that Bluefly has partnered with Badgeville to stake its claim as the first fashion retailer to launch a social game platform. Sugar’s Retail Therapy has some retail competition! Bluefly Badgeville

Shopping + tech + fun is right up our alley, and we know we’re not alone…

What fashionable techie wouldn’t love to add a little gaming spin to her designer purchases?

“At Bluefly, our customers are highly engaged in the world of fashion. They vote on celebrity styles and products; and passionately discuss our products on Bluefly and our Facebook and Twitter profiles. Our goal is to look for innovative ways to foster that passion and create even more opportunities for the interaction our customers enjoy,” said Melissa Payner, CEO, Bluefly.

How The Bluefly + Badgeville Partnership Will Work

Bluefly, a leading online leader of designer fashion and accessories, is incorporating Badgeville, a white label social loyalty, rewards and analytics platform, into its ecommerce website and blog. The partnership’s goal is to enhance Bluefly customers’ online shopping experience and encourage customer interactions. More specifically, the Bluefly + Badgeville collaboration will reward fashion-savvy Bluefly shoppers for watching videos, creating wishlists, writing reviews, and reading blog posts, as they explore and interact with various elements of the site. Bluefly social shopping gamers will receive badges that highlight their status and draw attention to their fashion credentials within the Bluefly community. As players earn higher badges, they will receive rewards such as early access to products and special deals and discount. Badgeville + Bluefly

Our Prediction About The Partnership

We obviously like it, and based on the fact that Bluefly has already formed a tight-knit fashion community, we believe that the Bluefly + Badgeville partnership will be successful. At this point in time, consumers want to engage with and be entertained by their favorite brands. With the popularity of mobile apps like Groupon and flash sale sites like Gilt, we know consumers also appreciate saving money (who doesn’t?). You know how we feel about our coveted Foursquare and Whrrl badges. Put it all together? We think this partnership is pure genius, and will likely benefit all parties involved. Simply put, this is one fantastic example of how brands should approach social commerce.

Comments

  1. Great post. Super interesting initiative. Can't wait to check it out. Btw, good use of badges and virtual rewards to actually mean something and confer some real life benefit!

  2. Thank you & we totally agree, Emeka. Can't wait til it rolls out!

  3. I’m sorry this didn’t end successfully for you. After reading through your blog, I am sure you are a person of integrity. It’s just too bad that the DOJ decided your contest did not “comply”, whatever that means …

    Good luck in your other work.

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