Lorna Jane has proven to be successful with the utilisation of Social Technologies to build their online brand and improve customer services from effective user data collected. Lorna Jane is a leading women’s performance-wear provider. Lorna Jane’s strong philosophy (Move, Nourish and Believe) and clothing inspires women to achieve their goals and reach their full potential. As their vision extends beyond the product to engage with customers and build strong relationships both on and offline through their award winning wellbeing and lifestyle community (Lorna Jane, 2014).
Users are provided with mobile application tools, support online and are empowered by brand ambassadors and advocates. Lorna Jane’s social media movement combined with the launch of their fitness mobile application has drastically increased the growth of their audience world, which has been downloaded over 200,000+ times (Lorna Jane, 2014). Lorna Jane’s social media accounts, application and website is rich in high quality content delivered in the form of fitness knowledge, tutorials and tips.
McKinsey’s Social Technology Levers are utilized by Lorna Jane to better their customer relations and service processes. Lorna Jane has derived customer insights by concentrating on their Marketing and Sales, integrating great service, support and product marketing online (McKinsey Global institute, 2012). Enhanced service processes can be seen in the Lorna Jane fitness application; users have the options to completely customise what they want to see in their new feeds, in the form of products and fitness information based upon personal preferences. The fitness app pertains Gamification components, users are rewarded for their achievements and have the ability to earn points.
The user interface has a personal touch provided by the founder Lorna Jane Clarkson with voices messages and cues of help and support. The online ‘active living’ community is linked to the fitness app which facilitates a sense of comradery, ladies have the option to post their progress and achievements to motivate each other. All of the user information collected is presented statistically in the form of visual info-graphics to display the physical activity of the Australian nation as a whole. Through this community managers and customer support officers have experienced an increase in customer satisfaction and an increase of sales made online.
Since the development and platform integration of the Lorna Jane online brand and fitness application it has proven to be an essential business component to their growth and success online moving forward. Share your thoughts and ideas on what the next steps that could be utilised for business growth online. Enterprise 2.0 platforms are forever continuously growing and moulding to suite the needs of everyday users and technologies.
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