A majority of consumers in the United States own a smartphone.
That means that they have the ability to research products, compare prices, and share their experiences on social networking sites while they shop in a retailer’s brick-and-mortar store.
While there are retailers out there that are doing some very cool things to take advantage of the fact that their customers are talking about their shopping experiences on social networking sites, many businesses are missing out on some of the most basic opportunities to leverage the power of social media.
And, by basic I’m not talking about using social media monitoring tools to engage with customers and meet their needs while they are in a store or even a competitor’s store. By the way, this is something that retailers should be doing.
What I am talking about are some of the even more basic things that retailers could be doing to encourage interactions and social sharing that would involve very little effort on the retailer’s part. That said, I have noticed that many retail stores just aren’t taking these basic steps.
Tell Customers Where They Can Connect on Social Media With Point-of-Sale Displays
No matter how efficient the retail store is, it is inevitable that customers are going to have to wait in line for a few minutes at the check-out counter.
Many of these customers are already using their smartphones while they wait.
This makes it the perfect time to mention the store’s social media presence, as they could instantly connect with the store online.
A simple way of doing this would be to have a sign located near the check-out counter that mentions where to find the store on social networking sites. This could also be a place where the store could encourage customers to leave a review on one of the online review sites. (I know waiting in line sounds like a bad time to ask for a review, but customers do expect to wait for a few minutes.) Retailers could also mention the store’s mobile app, if applicable.
It should be noted that if the retailer’s sales staff are providing horrible customer service or there are excessive wait times, this signage could encourage customers to vent their frustrations. However, even bad feedback can be considered a gift if it helps the store identify problem areas and allows them to make corrections.
On the other hand, if the store is providing great customer service, public praise on social networking sites can be some of the best advertising a business can get.
Mention Where to Connect Online in the Mobile App and Mobile Website
If the retailer’s customers have taken the time to download the store’s mobile app, they already have an interest in the store or the store has given them a good enough incentive to do so.
By using the store’s mobile app to let customers know how they can connect with the business on social networking sites, there is a good chance that the store will be able to build relationships with some of its most loyal customers, many of whom have the potential to become brand advocates online.
It is important that retailers test to make sure that their customers find this information useful.
That said, with the right design, the mobile app can be a great way to help increase awareness of the store’s social media presence.
And, given that customers are already using their smartphones makes it possible for them to connect to the store on social media with only one or two taps of a finger.
The same is true for customers who are visiting the retailer’s mobile website.
It is important to note that the mobile website is a great place to be able to connect with customers who might be visiting a store for the first time. By providing them with other ways to connect to the business online can help encourage repeat business and possibly help turn them into brand advocates in the future.
Furthermore, whether it is on the mobile app or the mobile website, if your business provides product information or the option to purchase items online, making it easy for customers to share this information with their network on social media by including social sharing buttons is highly recommended.
Mention the Social Media Presence in Brochures, Flyers, Print Ads, and Other In-Store Signage
If the business uses print advertising, there is a good chance that copies of it will find their way into the store and onto the sales floor.
Therefore, providing information about how to connect online is also a must for many of the same reasons mentioned above.
Encourage the Sales Team to Mention the Mobile App and How to Connect on Social Media
The sales team not only has the opportunity to sell the products the store has on its shelves, they also have the opportunity to create awareness of the store’s online presence, including the mobile website and mobile apps, as well as how to connect on social media.
While it might not be appropriate to talk about how to connect with the business online with every customer, there are definitely times when this knowledge could lead to positive mentions online. This is particularly true when the customer is really happy with their shopping experience.
Therefore, the sales team should be trained about the importance of the mobile website, mobile apps, and social media so that they can educate customers when appropriate.
Remember Hashtags are Important
As anyone who has spent any time using social media knows, people like to share photos and information with their network when they find something interesting or get a really good deal. This is particularly true when a customer is a huge fan of the business.
Because customers are probably already sharing photos and information about the products that the store sells, it would be a good idea for the retailer to create a hashtag that allows customers to connect with other like-minded individuals. This will help create a community and possibly increase the demand for the products that the store sells.
Final thoughts
Many consumers are already using social networking sites to share photos and information about the products that they find in their favorite stores.
Therefore, it is in a retailer’s best interest to help create awareness of the store’s online presence and to make it easier to share information about the store and the products it sells.
While there might be business reasons not to do all the things mentioned in this post, many would take very little effort and could help encourage customers to share the love of the store, create a community, and connect customers with brand advocates and other like-minded individuals.
Many retailers are already investing in social media marketing. By taking these small steps they could help increase awareness and get folks sharing the love of their store online.
Photo credits: Lisa @ Sierra Tierra and Simon Yeo on Flickr.
