Too many independents still think that social media is not for them, but ignoring it is a great way to alienate them from their target audience, says Gekko MD Daniel Todaro
As I write this article, Amazon Prime Day, which ran for 36 hours across July 16-17, has been and gone. But it wasn’t free from issues, with reported instances of links not functioning and pricing on some items not the lowest available.
This resulted in some abandoned baskets and frustration for consumers who had deliberately postponed their purchases until Prime Day, which had been heavily advertised in advance.
An omni-channel approach to retail, while not necessarily essential, is advisable if retailers are to compete effectively against strong online competition. But you have to get it right, as Amazon inadvertently demonstrated.
So why should independent retailers make the most of digital marketing and in particular social media?
Retail giants such as Amazon and Currys PC World have huge budgets to spend on marketing, but that doesn’t mean independent retailers can’t expand their reach beyond their local community or stand out. By better understanding your market and tailoring content, a digital strategy can increase footfall in-store and sales off- and online.
The new 2018 Global Digital suite of reports reveals that there are now more than four billion people around the world using the internet. Independents have an equal chance to capture the attention of new and existing customers.
Don’t be put off by how many online shoppers there are. In the considered purchases category, consumers still want to go to stores for the experience – if you give them a reason to.
Gekko’s recent OnePoll ‘influencer’ research has conclusively proved that ‘over 50 per cent off’ shoppers still want to head to a store to see, touch and experience a product in person. An effective digital strategy can help attract these customers in-store.
Be social
Twitter, Facebook, YouTube and Instagram can all help grow customer relationships and drive sales online and off-line. The trick is to listen, respond and promote in line with the customer profile you are selling to. Be creative, be professional and be engaging.
Many independent retailers don’t have an army of social media experts behind them. But it is still possible to leverage topical news and mentions of related products and conversations that can attract attention to specific products or brands you are ranging. A good example is the potential increase in SDA sales linked to news around broadcasts of Great British Bake Off (GBBO).
Don’t be afraid to use any opportunity to jump on the bandwagon. Get involved in the conversations across all social media channels to raise your profile.
Listen to your customers. If you are being messaged online, respond to and actually log what they are saying. The better you understand customers’ needs, the easier it is to sell to them and others.
If you build brand loyalty online, you can then direct the shopper in-store. It’s the perfect opportunity to build a fan base.
Responding to customer feedback online, good or bad, is vital to ensuring your profile and standing are heightened. Don’t ignore negative comments, these must be addressed and used to direct the customer to the store for more help or the chance to try another product – take the conversation off-line, but resolve it and then drive them to the store.
Ultimately, the main aim is to get people in-store. Social media is the ideal platform for retailers to post promotions, new products, launches and in-store events so that customers that wouldn’t normally see them are engaged and inspired to walk in. Promote ‘shares’ from other people and encourage a social culture among your staff. By doing so, it can only help to attract new customers to your store and more importantly your ‘high street’, with your store supporting a vibrant shopping environment for the community.
When considering promotions, the key to the right promotion is tailored communications. Experiment with Facebook advertising to target people near the store and send them an offer that they can’t refuse or a message that piques their curiosity.
Independent retailers have the opportunity to stand out from the crowd and be different from the generic multiples – customers appreciate this in a saturated marketplace where a ‘one-size-fits-all’ approach is all too common.
Keeping track
It’s vital to track any online campaigns that you run – big or small. Measure the number of customers that have gone into store as a result of seeing an online advert or post by using promotional codes and training your staff to ask how they found you. This heightens the personal nature of in-store shopping, while telling you more about their customer.
Once it’s clear what works best and how to communicate with the right customers, those that will purchase, a digital strategy offers a world of opportunities.
Those of you who firmly believe it’s ‘not for you’ are increasingly alienating yourselves from a target audience. If you use social media in your personal life, then so do your current and future customers.
