Create a memorable experience that wows your customers
Top 6 in-store practices transforming customer experience, Part 4 of 6
Social Media Integration
At present, social media interaction with customers is an important part of the customer’s experience. Social media integration helps you market creatively, allowing you to branch out from solely using them for customer service.
Why integrate social media with your brand?
43% of internet users in America classify themselves as social media shoppers1. Therefore, it is not surprising to witness retail stores leverage social media to provide better customer service and experience. Social media integration boosts the potential for repurchases and brand loyalty. For example, a report by V12 data showed that when a brand provides a good experience through social media, customers are 43% more likely to make a purchase, with 65% of them demonstrating brand loyalty. Furthermore, when brands are active and committed to their social media pages, 75% of users will probably share a positive experience on their personal profiles2.
Glossier
Glossier is a beauty and cosmetic store which utilizes social media, specifically Instagram, at the core of its marketing strategy. With over 2.7 million followers, its Instagram feed is the go-to place to find out about its products, stores, and identity. In addition to daily posting, the Glossier retail store serves as the customers’ destination; time, money and effort are invested into the store design to ensure “instagrammable” levels of quality.
Its objective is to encourage customers to take pictures in-store and share them on social media. The stores, covered in pink from floor to ceiling and decorated with large sculptures and plenty of mirrors, motivate customers to visit for a complete Glossier experience.
How can you integrate social media with your brand?
Here is a checklist of strategies you should implement to integrate social media into your in-store retail experience:
- Create an identifiable physical in-store visual brand identity
- Follow a schedule to create consistent interaction online
- Promote user-generated content surrounding your store
- Create physical in-store locations, encouraging social media interaction
- Create store themed events promoted through social media
Check out Part 5 of this series which will explain how to build a community of those who align with your brand lifestyle.
End Notes
1 Google. Retail social media. Google. [Online] Available: https://www.thinkwithgoogle.com/search/#?query=retail%20social%20media&page=0,0&sort_field=date&limit=12&locale=en-us¤t_source=data_points. [Accessed: 10-December-2021].
2V12. 90 percent of social media users reach out to retailers. Why Social Media is your secret weapon. V12. [Online] Available: https://v12data.com/blog/90-percent-social-media-users-reach-out-retailers-why-social-media-your-secret-weapon/. [Accessed: 10-December-2021].