By Alicia Fiorletta, Senior Editor
Although the retail world has been buzzing about the powers of Facebook and Twitter for years now, social media marketing is still evolving at a rapid pace. So much, in fact, that it seems like many retailers still are trying to figure out the “in’s and out’s” of social media marketing and execute a strategy that best suits the business.
Metropolitan-area drugstore chain Duane Reade, however, seems to have social figured out. A few weeks ago, I got to join Duane Reade team members as they celebrated reaching one million followers on Twitter. The event was held at the flagship store on Wall Street in New York City.
Attendees were treated to complimentary hair and nail services as they munched on sandwiches and snacks, and sipped all-natural fruit smoothies. Food and beverages were provided by Duane Reade’s sandwich and juice bars, which the retailer as touted in its rebranding effort to become a one-stop-shop for busy consumers.
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Social media — Twitter specifically — has been central to the retailer’s ongoing growth. Since 2012, Duane Reade has seen 6,709% growth in Twitter followers. This explosion in interest largely can be attributed to Duane Reade’s new marketing approach, which Calvin Peters, Public Relations and Digital Communications Manager, calls the “parallel persuasion of digital marketing.”
Parallel persuasion, Peters explained at the event, is “the approach to digital marketing that generates ROI through omnichannel engagement.” It’s an equation “based on brand advocacy, brand voice, PR integration and conversation relevance. We generate tangible revenue because we’re able to reach customers across various platforms whenever and wherever consumers are.”
Yet many retailers are recognizing the same thing: that it’s important to be present and communicative across a variety of touch points. So, what makes Duane Reade different than the rest? According to Peters, the answer is content.
Creating and sharing authentic yet relevant user-generated media is something that consumers have come to expect, Peters noted. To address this need, Duane Reade has identified brand advocates on Twitter and hired a team of bloggers to share fashion and beauty advice, and boost awareness around the Duane Reade brand.
Without a powerful social vehicle like Twitter, though, it would “be much more difficult to develop these invaluable conversations,” Peters explained. By the time the event was complete, Duane Reade already claimed another 400,000 followers on the social network, confirming the potential value of social networking.
As of now, Duane Reade is “one of the fastest-growing retail brands on Twitter,” Peters said. “We believe we are also one of the most followed chains among food, drug stores and the mass merchants, in the world.”
Now that Duane Reade has reached this incredible milestone, what’s next?
“To be the most-followed retailer on Twitter,” Peters said with a smile.
Based on the retailer’s extensive social growth over the last year alone, that doesn’t seem like an unrealistic goal.
Retailers: What do you think of Duane Reade’s impressive social results? Do you plan on implementing similar strategies in the near future? Share your thoughts and insights in the comments section below.
