Social means so much more than a Facebook page or a Tweet these days. Instagram, Snapchat, Pinterest — to name a few — are making their mark on the retail marketplace. But are they short-term trends or do they have the staying power to become long-term solutions? What are the best approaches for retailers? What does the future hold? These and other key questions are asked and answered in this section.
Retailers are leveraging a variety of social networks to educate and engage with their target customers. However, some companies struggle to roll out campaigns on a consistent basis because they fail to measure the effectiveness of their initiatives.
To help retailers better measure and predict the success of their social campaigns, Collective Bias has released its Guaranteed Engagement offering, which is designed to help retailers determine how social influencer marketing campaigns will perform before campaign dollars are invested.
Since its official launch in 2010, Pinterest has become a key social network for consumers to collect and share inspiration. Now garnering more than 72 million users, Pinterest has turned into a valuable social network for brands across product categories, allowing them to share aspirational content, engage customers and boost conversions.
For example, Dot & Bo, a guided furniture and home décor shopping service, has embraced Pinterest to share blogs and design ideas with customers. Since implementing Promoted Pins, the brand has quadrupled its total number of site visitors, improved daily clicks to the site by 18,000% and increased re-pins by 6,000%.
Social media platforms such as Twitter, Facebook, Pinterest and Instagram all have taken a further dip into online commerce over the past year, with each company announcing that buy buttons will be included as part of the offerings. With buy buttons, retailers are positioned to further break down the barriers between their e-Commerce sites and social profiles.
Specifically, buy buttons are designed to capitalize on consumers' innate desire to make impulse purchases, turning shoppers into buyers with just one click. Although key social networks have promoted the buttons for months, only Pinterest has launched its version — known as Buyable Pins — on a large scale.
Hailed as a premier footwear and accessories brand, Cole Haan has focused on maintaining its trademark image while also investing in innovative technologies and strategies. For example, the brand partnered with Uber to extend same-day delivery to New York City customers.
Cole Haan also has made a series of significant investments to ramp up the digital experience. Over the past few years, the brand has re-launched its web site and developed a new app that offers Apple Pay as a payment option. Now, social media has become a key area of focus, especially as Cole Haan’s network of loyal brand advocates become more engaged and active across social networks.
For many retail marketers, social media has become an increasingly valuable channel to engage with consumers, expand their audiences and foster meaningful relationships. However, measuring the ROI and overall effectiveness of specific social campaigns has remained a key challenge.
Socialite is a solution from Bronto Software designed to help marketers measure the impact of Facebook, Instagram and Twitter campaigns. In addition to calculating measurable, attributable ROI across these social networks, Socialite also is positioned to help marketers capitalize on the interplay between email and social marketing campaigns.
Parents of children in grades K-12 plan to spend an average of $873 per student, according to research from the Rubicon Project.
Although moms traditionally occupied the Chief Buying Officer role of their households, new research from Yahoo indicates that a new generation of Millennial dads want to get more involved. As a result, retailers need to understand the buying behaviors and preferences of these younger dads, and tailor back-to-school campaigns and messages to them.
To acquire fashion inspiration, many shoppers turn to fashion blogs and user-generated content (UGC) featuring every day “street style.” In fact, blogs are the third most influential digital resources for consumers making a purchase (31%), following behind retail sites (56%) and brand sites (34%), according to the Technorati Digital Influence Report.
Relevance is becoming the key factor for success in social advertising. As consumers are increasingly aware of ads on social platforms, only the most relevant and personalized content can catch their eyes and drive awareness, engagement, clicks and purchases.
Social networks generate a wealth of data about customers, including their personal tastes and preferences. These insights can help retailers improve product assortment, marketing campaigns and overall experiences. However, this data can sometimes be difficult to aggregate, analyze and put into action.
Picture this: It’s mid-June and eager students sit in a stuffy classroom, counting silently until the school bell rings. No sooner does the clock strike three, they bolt from their seats, through school doors and into the sweet release of summer vacation. But while students can put English, math and science on the back burner, brands are already plotting back-to-school campaigns.
For many marketers, planning full-scale campaigns begins in early spring, before school even lets out. For others, solutions aren’t so simple. After all, the first day of school varies by county and certain audiences, like college students, hit the books before others. In some situations, back-to-school may fall to the bottom of the priority list, causing brands to scramble to create impactful campaigns. So what’s a brand to do? For those with tight time restraints, there is an array of quick-to-market social campaigns capable of engaging audiences with modest lead time. Here are four of our favorites:
For independent retailers, the vital first step for building a thriving business is creating a community of engaged customers. Over the years, Instagram has become a valuable network for brands looking to connect with shoppers and drive ongoing loyalty. In fact, the social network’s overall share of engagement has increased from only 16% in Q1 2013 to 28% in Q1 2014, according to L2 research.
Instagram has 300 million active users visiting the site each month, making it a valuable social network for brands and retailers.
If you’re new to Instagram, start with the basics: Create a username that closely matches your business. In cases where your name is already taken, get creative, but also don’t make yourself too hard to find. For example, we had to pivot a little with @shopBindo. Then, select a password that is easy to remember.
Since being acquired by Facebook in 2013, Instagram has experienced consistent and significant growth. Now with more than 300 million users, Instagram has become a key social network for brands and consumers to share content.
Take a moment and ask yourself this question: “Which customer provides the largest ROI — the customers that love my brand, act as advocates, and shop time and again? Or opportunity shoppers who get what they need in the moment and only return in the future because of expensive outbound marketing such as coupons or sales?” It’s a fact: An ongoing relationship that drives repeat purchases is far more valuable than a one-time customer. According to Retention Science, Increasing customer retention rates by 5% increases profits by 25% to 95%.
411 State Route 17, Suite 410
Hasbrouck Heights, NJ 07604
info [at] retailtouchpoints.com