RETAILER SUPPORT
USING SOCIAL MEDIA EFFECTIVELY AMY WILLIAMS, HEAD OF DIGITAL, HANOVER COMMUNICATIONS
SOCIAL MEDIA: A RETAILER’S GUIDE EFFICIENT AND EFFECTIVE USE OF SOCIAL MEDIA TO GROW REACH, FOOTFALL AND SALES IS MORE VITAL THAN EVER FOR LOCAL RETAILERS DURING THE PANDEMIC, AND GETTING THE BASICS RIGHT
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NEEDN’T BE COMPLICATED OR TIME-CONSUMING, SAYS HANOVER COMMUNICATIONS’ AMY WILLIAMS.
n a time of long supermarket queues and empty shelves, social media is awash with people saying they’ve found products they didn’t know were available in locations they wouldn’t previously have tried looking for them. Consumer behaviour is much changed, and retailers need to better communicate to potential customers and shout about how they are the perfect location for a quick-and-easy visit. Social media is ideal for this, so here we will look at the What, When, Why and How for retailers thinking about using social media to increase their reach, footfall and sales.
WHY? Social media allows retailers to communicate with customers and suppliers quickly, easily and without a high price tag. Different channels have different purposes and can serve retailers in varying ways. We know many independent retailers use Twitter to engage with their peers or suppliers. We also know retailers, like @PremierSinghs in Sheffield, who use Twitter brilliantly to push offers to customers. The key is to understand why you want to use it, and act accordingly. Facebook, on the other hand, is about building communities and engagement. Customers are more likely to return if they see their store adding value to their local community, like Amrit Pahal at Nisa Local Walsall. Retailers can keep shoppers updated on changes in store and show they care by letting their personality shine through, to build trust and familiarity.
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TOP FOUR TIPS FOR RETAILERS TO GET THE MOST FROM SOCIAL MEDIA: Q Take advantage of content posted by suppliers to promote new offers and products in store Q Embrace social media as a platform for engaging with customers by responding to comments, handling feedback and keeping an open line of communication Q Communicate changes made in store to reassure customers that retailers are maintaining a safe and supportive environment Q Use analytics provided by Facebook and Twitter to understand the online audience and know when the page and its content is the most effective. A Facebook business page, specifically, allows a retailer to access and make use of specific features that are ideal for their business activities – including opening hours, chat function, contact details and page moderation.
WHAT? Retailers should take advantage of supplier content, including infographics, videos and images of new products, and share these via their own channels. We have seen retailers promote new products to customers by making their own tongue-in-
