| News about digital retail commerce |  | | |  | - How Best Buy uses social media to wow customers
Best Buy's "twelpforce" offers real-time technical support to 28,000 Twitter followers, allowing the company to show off its know-how and customer-service chops in front of a captive audience. The service's biggest strengths are that it's active 24 hours a day, is run by real, human Best Buy employees and is designed to be approachable even for Twitter novices. MarketingProfs (free registration) (9/2)      - Retailers must get to know their m-commerce customers
It makes sense for merchants to start with simple, easy-to-navigate mobile selling sites, but the next phase will mean adding on new bells and whistles, say analysts and industry insiders. "Simple, clean and good is good for a mobile experience this year -- but not next year," said one Forrester Research analyst. "This year you have to learn who your mobile customer is, what devices they are using and how they are behaving. Then you can learn so you can set a mobile strategy and figure out how to execute that strategy." InternetRetailer.com (9/3)  | ClearanceJobs recently published the 2010 Cleared Jobs Compensation Report. This year's report covers total compensation including salary, overtime, danger pay and bonuses, and is the most comprehensive survey of the defense industry. Make sure your security-cleared salary wages are in line with what cleared candidates are making these days. Get your free copy. |
 - Marketers see the importance of branding virtual products
Brands such as MTV Networks are leading the way in a new marketing trend to sell virtual goods as part of online games in the hopes of selling real products in the brick-and-mortar world. "It's all about constant connectivity. People live in real time, and established brands have to find ways to keep in touch," said Marshal Cohen, chief retail analyst for the NPD Group. "Brands are beginning to dabble in reaching out, especially to the under-40 crowd -- many still can make discretionary spends." The New York Times (free registration) (9/6)  | |  | | | Turn Browsers into Buyers
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| Hot Topics |  | | | Top five news stories selected by Shop.org SmartBrief readers in the past week. - Results based on number of times each story was clicked by readers.
| Companies in the News | | | | - Timberland shows green side with 3-D site, app
Timberland is touting its green credentials in a multiplatform effort for its Earthkeepers line, which is made from recycled materials. The "Nature Needs Heroes" campaign spans TV, print and retail ads, along with a microsite with 3-D elements, a special Facebook application and interactive windows in its retail outlets. Brandweek (9/3) - Who are Google's biggest spenders?
BP's disaster proved a boon for Google, which saw ad revenue from the oil company hit $3.6 million in June, up from a monthly average of about $57,000, as the company sought to manage its reputation, Advertising Age reports. The boost put BP among the top Google spenders, which includes Amazon, Expedia, Apollo Group and top-spending AT&T Mobility, according to an internal document obtained by the publication. Advertising Age (tiered subscription model) (9/6)
| Shop.org Spotlight | | | | - Been on vacation? Here's what you missed.
For retail enthusiasts returning to their desks today after vacations or extended travel, NRF's Ellen Davis recaps what you may have missed in August. The hottest news in retail last month included an update on back-to-school spending, a list of the fastest-growing retailers in America and an inspiring story of how one associate's simple gesture transformed an entire store. Read more. - What your website does wrong -- and what it's doing right
Think your website needs a little one-on-one attention? Want a free critique from some of the leading Web experts in the industry? Registered attendees of Shop.org's Annual Summit, Sept. 27 to 29 in Dallas, can make personal appointments with multichannel, site design, merchandising and customer experience industry experts to evaluate their website -- for free. Appointments are on a first-come, first-served basis. Learn more.
| SmartQuote | | | |  | Education would be so much more effective if its purpose were to ensure that by the time they leave school every boy and girl should know how much they don't know, and be imbued with a lifelong desire to know it."
--Sir William Haley,
British newspaper editor and broadcasting administrator  |
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Pablo Isla, who runs one of the largest fashion retailers in Europe, Inditex, recently launched Zara.com. Zara was one of the last high street brands to embrace online retailing. The European fashion sector has come a long way, but it remains in its infancy. 
Half of retailers surveyed measure their social media effectiveness by counting click-throughs to the retail site. Source: 
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