Why Are Retailers Expanding Their Social Media Presence?

Social media is encouraging the retail industry to evolve. Followers on any social network is a sign of potential business for brands of any size — small, medium, or large. Social media presence of a brand majorly revolves around the customer journey, which may work in different ways — someone hearing about the brand for the first time or the brand trying to reach their existing customers. So, brands are looking at social media beyond the simple click-to-purchase viewpoint and trying to create a holistic customer journey.

Building a Digital Tribe

Social media interactions help small businesses build their audience base organically. Engagement such as liking, sharing, or commenting on a post by one follower is visible to all their friends on the social network. People with similar interests in the network are more likely to follow the business page and engage with the brand. This creates a ripple effect, expanding the organic audience base of the brand.

Switching on Social Shopping

Social channels like Facebook and Instagram have evolved as e-commerce platforms to boost online sales for retailers. The key objective of retailers is to keep their customers moving forward through the sales funnel, rather than bouncing from the landing page. Keeping this in mind, retailers are making sure the landing pages are scrollable and mobile-friendly.

Social media platforms are unveiling new features and tools to create a seamless shopping experience to customers. Recently, Instagram has unveiled a new feature ‘checkout on Instagram’ to let customers shop for products without leaving Instagram. Such experiences keep customers more loyal to the brand pages while boosting sales.

Listening to Customers with Care

The core objective of social media is to abolish communication barriers altogether and let people interact with the world. What else could be a better platform for brands to enhance their relationship with customers? A Sprout Social’s research found that 90% of consumers turn to social media to ask questions, leave reviews, and give feedback. Modern-day brands see social media platforms as an opportunity to listen and respond to their customers with care through timely, personalized replies.

Walmart, the leading retailer on the globe, hear what their customers are talking about them. They appreciate compliments, go witty in their responses to create a personalized interaction, and help customers with their needs. Customer service on social channels is not just about addressing the concerns of customers but also giving shout-outs to customers who highlight their positive experiences. It goes without saying that such stellar customer service will enrich their digital presence to propagate a positive sentiment among masses.

Customer intelligence derived from social channels provides a future-facing opportunity for brands to add real value to their customers. They can draw a connection between the interests of their followers, that of their friends, and the product line to drive customers into the retail environment. Many might think that social media is killing retail. But, in fact, it is only providing a wealth of opportunities. For all these good reasons, retailers are expanding their social media presence and will continue to do so.

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