This week we were tasked to find an example of a Business-to-Consumer (B2C) organization that is engaging with their audience online. For this assignment I chose to examine Aerie by American Eagle.
I think that the biggest advantage to Aerie’s consumer strategy showcases real life women using their products in everyday life (creating a sense of relateability). Through their #AerieReal campaign strategy, the company strives to promote body positivity, diversity, inclusivity and even, activism. Moreover, Aerie is often ahead of the current trends both in appearal and lifestyles.
Additionally, Aerie is also very engaged with it’s audience online. When scrolling through various like/comments I could see that Aerie frequently responded/liked remarks made by potential customers. This engagement was especially apparently if there was a dissatisfied comment left online.
Moreover, Aerie is accessible on various social channels/outlets. Each channel has regualar postings and all posts often have an engaging picture/video, captions are often short & sweet and often provide a call to action and direction to complete a sale.
Aerie can currently be found online at:
- Mobile App
In short, I think that Aerie does a great job about knowing who they want to buy their product and ensuring that their presence online brings it’s consumers a sense of purpose. As a fan of the brand myself, I would fully recommend their products to others.