Social means so much more than a Facebook page or a Tweet these days. Instagram, Snapchat, Pinterest — to name a few — are making their mark on the retail marketplace. But are they short-term trends or do they have the staying power to become long-term solutions? What are the best approaches for retailers? What does the future hold? These and other key questions are asked and answered in this section.

Pinterest: The Not-So-Social Network That Generates Big Benefits

Pinterest Founder and CEO Ben Silbermann often protests that Pinterest is not a social media platform. Instead, it’s a “catalog of ideas.” “When we talk to people about Pinterest we often describe it as not a social network,” Silbermann told The Guardian. “Social networks are about communicating with other people. Pinterest is really about planning and getting ideas for your own personal life. With social networks, it’s them time. With Pinterest, it’s me time.”

72% Of Shoppers Prefer Social Ads From SMBs During Holiday Season

  • Published in Social
The holiday season is an excellent time for local retailers to optimize their social media strategy: 72% of shoppers say they prefer to see local businesses’ ads on social media during the holidays, rather than campaigns from national retailers. Some ways local businesses can provide inspiration during the season via social media include: Facebook and Pinterest have influenced 69% of shoppers for shopping ideas and inspiration; 70% of respondents say they are likely to click on a Facebook ad that relates to their area; 73% are most likely to engage with images of products they’re interested in than any other piece of content on Facebook; and 25% are more likely to recognize a business in their area if they see it promoted on Twitter.

Using Social Media To Measure Event Engagement

  • Published in News Briefs
Retailers are increasingly turning to social media as a tool to determine how the public perceives their brand. A recent report from Boston Retail Partners revealed that 59% of retailers utilize social media comments as a means to track customer satisfaction, while 60% capture customer feedback and insights from social…

Mobile, And Social, And Location, Oh My! How Today's Retailers Can Tap Into Next-Generation Marketing

It's no secret that the introduction of digital changed the way marketers reach, engage and convert consumers. In the years since digital became the norm, the world of marketing has continued to evolve dramatically. This new era, characterized by concepts such as omnichannel, multi-device marketing, the "Internet of Things" and advanced marketing attribution, is reshaping the way brands and consumers interact, and how marketers measure and optimize the impact of their efforts.   In retail, this evolution has been particularly striking. Shoppers no longer simply head to the mall or their local brick-and-mortar store to make a purchase. In today’s world, each person’s path to purchase is unique and complex, crossing multiple channels, platforms and devices as consumers browse, research and buy.

#RSP16 Webinar Series Delivers Strategy And Planning Insights

  • Published in Trend Watch
The #RSP16 Retail Strategy & Planning webinar series offers a concentrated burst of information, insights and best practices for retail decision-makers. Over four days, from Sept. 19-22, Retail TouchPoints will present seven webinars on some of the industry's hottest topics, including: • Using location data to boost business results; • Harnessing distributed analytics to drive revenue, CX and supply chain excellence; • Building an "advocate army"; and • Safeguarding your e-Commerce business from the ravages of data-scraping "bots".

86% Of Women More Likely To Make A First Purchase After Social Media Engagement

  • Published in Social
Although social media marketing has been a critical component of retail strategies in recent years, the impact on purchasing through the power of direct engagement with the consumer cannot be overstated. As many as 86% of women shoppers say they are more likely to buy a brand they’ve never purchased when they begin to interact with that brand on social media, according to a survey from Influence Central.

Mad Science Enhances Brick-And-Mortar Visibility With Location-Based App

Retailers — particularly small businesses with limited marketing budgets — are always on the lookout for new ways to generate buzz and bring in new customers through unique promotions. Mad Science, a science enrichment/education company for kids, has found the formula to personalize and localize its messaging to potential customers via the new Shop and Ride app for New Jersey transit riders. Mad Science generally visits schools, scout troops, parks and recreation centers and libraries, but it also has 18 of its own brick-and-mortar locations — one of which is in Hoboken, N.J., the first area where the app, developed by Xerox, is testing. The app allows area businesses to boost awareness of their brick-and-mortar locations, using beacon technology placed on bus shelters and in participating businesses' locations, to deliver personalized, hyperlocal mobile offers. The offers are targeted based on a transit rider’s preferences and travel patterns. For Mad Science, the app’s beacon technology will help bring more visibility to its hidden location, which is inside a converted factory building with multiple suites. “This beacon is a lifesaver for us to let people know that we’re there,” said Julie Serritella, Chief Mad Scientist at Mad Science of Union to Hudson…

Exclusive Interview: Moleskine CEO Tackles Brand Transformation

In this exclusive interview with Retail TouchPoints, Moleskine CEO Arrigo Berni explains the company's transformation, from a single branded notebook to a global retailer featuring branded boutiques and cafés. Loyal consumers have depended on Moleskine as their go-to brand for notebooks, diaries, sketchbooks and planners since 1997. Designed based on products sold in Paris in the 19th and 20th centuries, the Moleskine brand was trademarked in 1997. By the early 2000s, sales reached $26 million; and the company was purchased by a European private equity firm in 2006. Moleskine products were sold in 22,000 stores across 95 countries by 2012; and the company went public in 2013.

Nike Is #1 Brand Addressing Consumer Social Behavior

  • Published in News Briefs
When it comes to understanding consumers’ social habits, Nike leads all other brands, according to a study from Vivaldi. Levi’s and Under Armour also made the top 10 list in the apparel segment; and other top brands hail from food service, travel and automotive industries. The 2016 Social Currency study…

81% Of Retailers Admit Their Social Media Strategies Fall Short

  • Published in News Briefs
While most retailers have moved quickly to leverage social media to enhance their customers' journeys, more than four out of five admit that their efforts have not yet caught up with their goals and expectations. A new report from consulting firm Boston Retail Partners (BRP) indicated that 81% of retailers…

Is Good Karma The Newest Customer Reward?

Several years ago I heard a futurist predict what the retail economy would be like by 2020. One of his big ideas was that consumers would begin to monetize themselves, "selling" things such as their private information, their attention to a given marketing message and the right to address personalized communications to them. Now, four years ahead of schedule, some consumers are being rewarded by retailers for actions they take, but the big difference is that they aren't earning money. They're being showered with an incentive they can't take to the bank: good karma.

Gaiam Yoga Doubles Conversions By Showcasing UGC

Social media channels such as Twitter and Instagram have practically turned into forums for consumers to engage with brands and retailers they love. But the constant influx of user-generated content (UGC) that these platforms accumulate can make it hard for retailers to get a full picture of what’s happening on social media around their brand.

Twitter And Instagram Execs Share Social Media Best Practices

I’ve been an advocate of social media since the early days of Myspace, but I didn’t realize how important platforms such as Twitter and Instagram are to brands and retailers until I first started my career as an editor. Social media is, in my opinion, the best way to generate buzz for your brand, engage with customers and gather insight into what your competitors are doing. Not to mention it’s pretty fun, right? I recently attended an event hosted by Women’s Health Magazine, which presented an interesting panel on social media featuring Twitter’s Brand Marketing Specialist Erin Dress and Instagram’s Global Lead Kay Hsu. Both panelists had some fascinating things to say regarding social media content, how brands are using video, and more. I also spoke to Erin Dress after the panel, who provided me with some social media do’s and don’ts for retailers. Read on!
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