Navigating through the digital age...

Posted on: Tuesday 15, March 2016
Category: Social Media and Social Selling

2 minutes reading time

Social Selling at Superdry... (@Superdry)

There is no doubt that Social Media is creating a paradigm shift in the way we communicate in 'real-time' now.  Getting out heads around using Twitter, Facebook and LinkedIn etc. for communicating to our friends, colleagues and buyers of our services and products is a way of life.  It's impact over the last few years alone on a global scale is staggering.

So we all need to embrace navigating around the digital age; we can't avoid it by 'sticking our heads in the sand'. Social Media is here to stay and will continually evolve and drive modern human experience.

The real 'game-changer' however is how the real-time nature of Social Media is changing the way we now buy and sell, largely through the emerging trend in 'big data'.

Of course buying and selling online together with sophisticated data analysis is now pretty much a given if not considered 'old-hat' by many ‘millenniums’ who have have grown up with this all their lives.

However selling is going through a revolution at the moment.  Selling is fast becoming about 'not' selling products and services, but appealing to buyers in different and smart ways instead.  This is trending under the title of (hashtag) #socialselling.  The concept and principles behind this are about focusing on resolving problems for buyers not sellers selling.

Take Uber for example.  Instead of queuing for a taxi at the airport or ordering in advance on the telephone, you can summon Uber via an app on your mobile in your pocket.  Money is exchanged in the background and you get to drive to your destination in a nice car with a friendly driver.  Groovy!

Here's another real-time example that kinda got me spooked me a little... and curious at the same time... I'd love to know what you think about this too….

I was in London Regents Street UK yesterday at around dusk; heading for the Superdry store.  As soon as I crossed the threshold into the store I instantly received an email from Superdry!  How did they do THAT!  It was a 50% offer on a selection of Superdry's very latest premium range for men - Idris Elba!

Now that was a bit of a Whoa! Wait, what!

How would you feel about receiving that?

Being interesting in the Social Media aspect of #socialselling, I was curious and fascinating about how this was achieved.

I hadn’t previously received any emails to my knowledge from @Superdry before hand.  (Although I knew they had my email address and I am fine with that.) So when this email came through, right as I entered the store, … I was taken aback!  Was this just a coincidence, or what?

I still don't know how they did that, but it is either really very smart real-time marketing-selling directly to me, or just a bit…' I'm-not-sure-what-to-think-about-that-type-feeling!’  How would you feel?

Actually according to my website partner, they told me there is a new technology on the block that they have recently been involved with called 'Proximity Marketing', that allows high street stores to do what I have just described.  So perhaps that's it - mystery solved.

Back to my experience, I was going with it and pretty excited about being in the moment with this novel experience, or 'Proximity watcha-macall-it!'

I didn't know anything at all about the new Idris Elba Superdry premium range before I received that email.  Curiosity got me and I scooted off to find one of the staff members who did.  I quicky related the curious incident 'of the email walking through the door story' to one of the staff serving that day - a young man.  We both exclaimed it was definitely one of those... Wow! moments, and we both got excited about sharing in this moment.  Turned out he’d never experienced that either - not even at Superdry. Anyway, he introduced me to his colleague a nice young lady who knew all about this new range and excitedly told me all about it.  She was brilliant, and I was sold!  Easy aren’t I?

I was happily swept away by the whole experience and walked away with a £75 shirt for half that price.  Now that is very groovy real-time selling! How cool.

So not only have Superdry got great staff,who know their product (usually) and have fab customer services skills (pretty much always my experience - however some stores are notably ahead of others... Derby, and London Regents Street in UK being a couple of those), they also seem to be doing smart things with their Social Media and big data too.  Very interesting.  This combination of smart tech., savvy social media skills, excellent customer services and passionate people on-hand is the future face of 'smart' selling in this 'digital age'.  

Actually I tweeted this story early the next morning and @Superdry immediately and happily engaged with me about my story.  @superdry are smart.  They are using social media very well to engage with their buyers in real-time conversations at a corporate level too.  Good on you and thanks for the 50% off deal on a great shirt that'll I'll be wearing to a party on Saturday night.  That was very cool.  This is a lesson for us all in being 'on it' in the moment to make our own potential buyers happy whenever we engage with them.

I'm wondering if this story may cause some interest in others trying the same thing? I wonder too if you will rise to this challenge @superdry?  Better hurry though, the deal ends very soon!

[Words 623]

Andrew Jenkins

PDx Consulting Ltd

Andrew is a leadership development specialist & skilled facilitator - helping leaders make great workplaces and a better world




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Very interesting read Andrew!... although our lips are sealed [Sic. how we did) on this one;-)

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