By successfully integrating social media into omnichannel methods, retailers can create partaking experiences that drive buyer loyalty and gross sales.
In at the moment’s quickly evolving retail panorama, the traces between on-line and in-store experiences are blurring. Social media platforms, as soon as primarily digital domains, are actually taking part in a pivotal position in driving foot site visitors and enhancing buyer experiences. At this yr’s ICX Summit, a panel of retail specialists will talk about how they’re leveraging social media to create seamless omnichannel methods.
The summit, a twin occasion with the Banking Buyer Expertise occasion, brings collectively B2C manufacturers to be taught from trade leaders, community amongst friends and listen to from high innovators in the case of revolutionary buyer expertise. It’s hosted by Networld Media Group, a business-to-business media communications firm specializing in digital media, associations and occasions within the cellular, self-service, digital signage, retail, meals service and monetary providers industries.
The 2024 ICX Summit is being held Sept. Sept. 11 in Charlotte, North Carolina and can function two dozen keynotes and periods. The occasion is celebrating its eighth yr.
Listed here are some insights from retail and model leaders taking part on the panel “Going, Going, Gone Digital…and Again Once more: Utilizing Social to Gasoline CX Awesomeness.”
Harnessing the facility of social media
Sara Kear, chief advertising and marketing officer at Condado Tacos, emphasised the significance of integrating social media into the general buyer expertise.
“From the inception of our model, we have strategically utilized social media as our main advertising and marketing platform,” she informed Kiosk Market in an e-mail interview. “By persistently partaking with our viewers, sharing enjoyable content material, and offering distinctive customer support, we have constructed a robust and constant neighborhood.”
Shawn Lalehzarian, co-founder and CEO of The Purple Chickz, echoed the sentiment.
“We use social media to increase invitations to unique occasions, collect invaluable suggestions, and form company-wide initiatives,” he stated in an e-mail interview with Kiosk Market. “For instance, now we have unique ‘greatest bud’ events for our most loyal friends, which we lengthen via our loyalty app and social giveaways. These events should not solely about having enjoyable but additionally about gathering buyer suggestions and figuring out alternatives for enchancment.”
TikTok: A brand new frontier
The speedy development of TikTok has offered new alternatives for manufacturers to succeed in youthful demographics.
Kear shared how Condado Tacos has efficiently leveraged the platform to drive in-store site visitors.
“Becoming a member of TikTok in early 2019, we applied an ‘out of the field’ content material method that resonated with the platform’s dynamic surroundings,” she stated. “This has led to exceptional outcomes, together with over 1.1 million followers and 34 million likes.”
Overcoming challenges
Whereas social media affords immense potential, it isn’t with out its challenges.
Lalehzarian highlighted the significance of overcoming technical limitations and guaranteeing a seamless buyer journey.
“We have addressed these challenges by forming an built-in ‘CX taskforce’ and segmenting messages to permit our friends to regulate how we talk with them,” he stated. “This has improved our engagement charges considerably.”
Future tendencies
Trying forward, panelists stated rising applied sciences and tendencies may revolutionize the retail trade.
Lalehzarian emphasised the necessity for manufacturers to undertake extra artistic approaches to succeed in youthful audiences who’re more and more immune to conventional promoting.
“Manufacturers might want to earn loyalty via respecting and understanding their customers,” he stated. “I feel extra manufacturers will go all-in on TikTok and influencer advertising and marketing will proceed to increase. Generative AI and AI content material creation could have an enormous influence on our trade as effectively.”
Because the retail panorama continues to evolve, social media will undoubtedly play an more and more vital position. By successfully integrating social media into their omnichannel methods, manufacturers can create partaking experiences that drive buyer loyalty and gross sales.