by Lauren Indvik – Mashable Business
By now, we know that online greeting cards can be a way to spread brand awareness among networks of friends, but can they be used to drive sales as well? Ralph Lauren is about to find out. For the holidays, the clothing company’s Rugby line has developed customizable — and shoppable — holiday ecards in the style of its online catalog. The virtual cards show models walking in and out of animated thumbnail images while holding block letters that spell out a greeting of your choice. The names and prices of the goods they are wearing are listed underneath. Two clicks later and you’ve added one of those items to your shopping bag. “We wanted a creative way to engage our customers and drive traffic for the holidays through ecommerce, so we created the Rugby MYO Holiday Card,” David Lauren, SVP of advertising, marketing and corporate communications, wrote in an email to Mashable. “This is a fun and innovative way to simultaneously introduce friends to Rugby and share custom messages for the holiday season.” The cards hit just the right note: They’re visually interesting enough for friends to share, and show enough product to get recipients to continue exploring the rest of the catalog.
bonus video: Ralph Lauren: In His Own Words