Techblog
Tapping social media platforms to boost in-store traffic
Brand engagements on social media platforms such as Facebook, Instagram, Twitter, and Snapchat are a good way to increase in-store foot traffic. It’s an easy way for small businesses to combine their online and offline customer experiences.
In a 2016 study by Sprout Social, the social media management firm found that 90% of consumers try to reach out to brands on social media. If the experience is good, 70% of the respondents said they are more likely to use a brand's product or service. And close to half of the consumers surveyed said they are more likely to make a purchase either online or in the brand's brick-and-mortar store.
Enterprises have adopted the omnichannel approach, where the digital and physical sides of business are harmonised to create unique customer experiences online and offline to maximise engagement.
Bryan Pearson, president of LoyaltyOne which provides analytics and retail marketing insights, says digital channels should act as curb appeal - offering a great first impression, while the physical store should top off that experience. For example, a company may encourage online fans to visit their physical store by offering them a special discount code to be redeemed off their next in-store purchase. Holding public events or putting up pop-up stores that are promoted online will also welcome existing and new customers in-store.
Here are some examples of brands that have successfully maximised the potential of their social media platforms to drive customers to their physical stores:
Victoria's Secret
Victoria's Secret used omnichannel marketing in 2015 when it asked customers to take a selfie in front of an in-store display and then upload the photo on social media using the hashtags #VSGift and #VSTease. Doing this made customers eligible for a surprise gift, thus driving buzz on Instagram with more than 8,200 posts (with one re-grammed post receiving over 225,000 likes) as well as increasing in-store foot traffic.
Michael Kors
In 2016, Michael Kors launched a Snapchat campaign for National Sunglasses Day. The brand offered a special Snapchat filter available only on June 27: a pair of Kendall II sunglasses that could be superimposed on a user's face, allowing the potential shopper to virtually try it on. The campaign generated a lot of interest with over 104 million views on Snapchat. This, in turn, translated into a 6% increase in purchase intent, not to mention an 18% hike in ad awareness.
Marc Jacobs
Marc Jacobs pioneered the "Tweet Shop" in 2014. In this "shop”, Twitter, Instagram and Facebook posts with the hashtag #MJDaisyChain were considered "social currency" that customers could use to buy gifts and goodies. Fans and shoppers alike were also treated to a Daisy photo booth, a wi-fi lounge and fragrance samples at Marc Jacobs' pop-up store in London. The best Instagram photo of the day won a Marc Jacobs handbag.
Given these examples, there is little doubt that social media not only has the capacity to increase awareness about a brand; it can also help drive up sales. In other words, the online presence of a business is now seen as the extension of its brick-and-mortar store.
Summary:
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With the right engagement, social media platforms have the potential to drive traffic to a physical store.
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An omnichannel approach ensures a seamless experience for customers who visit physical stores and who are also on different online platforms.
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Tying in online promotions with complimentary gifts or discounts that can be redeemed in-store works as an ideal exchange while increasing a brand's social media awareness.