sparks excitement in the hearts of consumers. Retailers can use this concept to
grow their social media followers and build loyalty within the community
without increasing the price of the product. Offering exclusive content and
deals to consumers on specific social channels makes the individuals feel
valued and special guaranteeing that they will stick around and pay attention
to your next post. It’s an idea that has worked well for our clients in our
direct marketing efforts for years. This is just taking the concept into a new
The most common way to spark interest and gain followers is to offer exclusive deals
for a specific social media channel. DELL did this in 2009 when they announced
exclusive deals for Twitter users. Since
then many retailers have followed suit.
This technique can be effectively used during the holidays by small
shops and large retailers. To generate engagement, these deals can be wrapped
into a contest or require for a customer to perform a certain action, like
Re-Tweet the status update, so it will reach more people.
Retailers can generate delight by using social channels to announce new
products that are coming into their store. This is especially relevant to
retailers with visually appealing products like clothing or furniture. Choose a channel that is highly visual, like
Facebook or Pinterest , and give your followers the first look as to what’s
coming into the store. This will generate engagement, build your community and
give you an idea of what products will produce interest in store.
Behind the scenes
Showing behind the scenes of your brand will convey transparency and a
deeper relationship with the customer. It shows that you are human, and people
want to buy from humans not brands. Check out this 7 second Vine post from Threadless
showcasing various parts of their operations but still capturing the essence of
Exclusivity can play an important part in any retailer’s
arsenal without the customer shelling out a fortune for the products or the retailer giving up huge margin hits. Exchange
the price tag for their attention on social channels, and you will build a
solid foundation for a profitable relationship.