Retail customers on social media are posting about their experience with various products and brands, discussing new launches and complaining about their negative experience. This provides an opportunity for retailers to listen and engage its buyers.
Reputation & PR risk management
Retailers have experienced that a quick informed response and apologizing for customer complaint on social media, can work in retailers favor by acknowledging the customer. This can lead to stories and articles written about your customer service. Retail businesses accept that brand is created by perceptions of people about the business. Retailers are now understanding the customer sentiments using sentiment analysis tools to follow conversation in various social channels across the world to mitigate any risk arising through negative comments. This type of analysis can help brands craft messaging by listening to customer’s issues anywhere in the world.
Social media have recently started seeing large retailers testing ad campaigns before going live on other conventional channels. Social media provides perfect platform for testing ads as online users have strong tendency to discuss ads and share. Retailers are able to get insights on what’s working and what’s not to optimize their ads. Thus, saving significant spending on media and improving marketing ROI.
Measure campaign impact
Retail industry have been among the largest spenders on advertising. Retail industry CMO is concerned about low marketing ROI as they still do not have a perfect tool to measure the performance of advertising campaign. Measuring the effect of promotions is fundamental in any advertising channel, and social media presents different methods for measuring the ads performance.
Engagement opportunities arise primarily while solving customers’ issues and through online community brand promotion activities. Retail brands are facing the challenge of engaging users online effectively. Insights on engagement rate of users online can be helpful to improve your online response and social messaging.