Retailers can drive customer engagement with social media
The importance of social media is not lost on retailers – many businesses are on the sites to promote their products and help consumers resolve their service issues. Another component that these online platforms can provide for merchants is increasing customer engagement, which leads to more retention and loyalty for brands. However, implementing a successful social media strategy requires work and determination. If done right, companies can see boosts in shopper satisfaction, both in-store and online, as well as higher revenues.
Top Twitter exec gives his opinion
The National Retail Federation decided to go straight to a social media expert to explain how retailers can use the networks to better connect with shoppers and increase engagement. The source spoke with Richard Alfonsi, the global vice president of Small Business Sales for Twitter, and he stated that social platforms can bring retailers closer to their customers. Additionally, businesses can also use social media to drive more traffic at their brick-and-mortar locations. Alfonsi says this can be accomplished by posting updates to social sites about special deals and promotions taking place in stores, then create a hashtag that shoppers can use to receive discounts.
When retailers first take to social platforms, Alfonsi advises they will want to create pages and accounts in their own voice. This can help them stand out from competition and create more personal interactions with customers. Also, brands will want to be authentic by having natural and engaging conversations with shoppers. Merchants can promote their presence on social media by word-of-mouth, fliers in stores and emails sent out to consumer lists. This can drive more traffic to social accounts and ultimately retail stores.
Big brands using social media
Retailers of all sizes can effectively use social media sites for customer engagement, from local merchants to big-name brands. One example is retail giant Wal-Mart, which took to Facebook to allow customers to vote on toy products that could receive a discount, and then be purchased in stores for the reduced price.
Macy's is another brand that has been using Facebook to interact with consumers and then implement shoppers' preferences in their stores. The department store chain used the social site to ask consumers which line of jeans they would like to see in Macy's locations. Once the voting was over, the company began carrying the brand.
By asking customers what their preferences are and then promising to sell their favorite products, retailers can easily bring in additional traffic in their storefronts.
