Here’s How Social Media Is Changing Retail
By Beverly Macy
Corporate backing or not, these trends are shaping the future of social media for retailers—faster than they think:
- -The significance of mobile and smartphones, especially when it comes to ‘in-store social’
- -The integration of social media into e-commerce, including trends like Pinterest and group buying
- -The accountability offered by end-to-end social analytics—‘from tweet to repeat’
Today, a retailer offers a 50 percent discount on a popular brand name item, available only via a mobile app. The discount offer is blasted out on Twitter and ads are placed on Facebook.
- -The digital shopper, armed with a smartphone and a geo-based ‘check-in’ app, opens the app upon arrival at the store. A list of nearby retailers and other locations pops up. The shopper taps on the retailer and is presented with a coupon for the popular brand name item.
- -To redeem the coupon, the shopper shows it to the cashier who must key in the coupon code. Or the coupon is in the form of a barcode and the checkout lane is equipped with an optical scanner that can read bar codes off of smartphone screens.
- -Redemption rate is at a level far above the industry average. The brand and the retailer are delighted.
- -The happy shopper shares their experience on Yelp, Facebook, and Twitter.
Beverly Macy is the co-author of The Power of Real-Time Social Media Marketing. She also teaches Executive Global Marketing and Branding and Social Media Marketing for the UCLA Extension. Email at firstname.lastname@example.org
This article originally appeared on The Huffington Post.