If social networks allow to set up new modes of discussion with consumers by promoting proximity, these are paradoxically impersonal because of their virtually.
It is therefore sometimes necessary to know how to make the bridge between social networks and real life.
We are particularly interested in the use of social networks in stores or in your establishment IRL (In Real Life): why set them up and especially what to offer?
A) Why deploy IRL social networks?
1) You sell in a physical store
For an online store, the communication launched on social networks naturally continues during the purchasing process via:
- sharing buttons on social networks
- social media commenting systems
- promo codes retrieved from social networks to use on the store
- integration of opinions, content or contests related to social networks
The virality, the exchange and the influence of the client’s network are therefore used with relevance to improving their experience.
What about in-store?
It would be a shame not to continue the social experience, especially since a lot of consumers learn about their smartphones before going to the act of purchase.
2) To offer an enriching experience
Social networks help bring the social dimension it lacks to the store experience. Conversely, reality makes it possible to bring to social networks the real sensations that it is impossible to receive through a screen:
- the test, the feel of the product, the taste, the smell, and the hearing
- meeting and exchange in real life
- the real experience, one that arouses emotion and creates memories
3) To increase your visibility
Beyond the positive image returned by providing added value to the buyer, the content produced by consumers in stores contributes to giving you all the more visibility on the web.
B) What social experience to offer?
Understand that it is not a question of “being in the know” by offering social networking at all costs.
Your in-store strategy must be designed to respond to new consumer habits and increase the value of the shopping experience.
Some stores arouse the senses of their visitors as much as possible: for example, we think of Nature and Discovery or Desigual, which transforms the visit into an experience and makes the visitor want to stay longer and come back more often.
Your social strategy in the store must follow the same logic.
Ask yourself these 2 questions:
1) Why do Internet users use social networks?
- To share tips, interesting information, fun content … In short, content that may interest their friends.
- For their personal branding: even unconsciously and without professional objective, social networks are a reflection of our life and its interest. They help improve our personal image (think of the selfie trend).
- To be able to share freely with people without geographic constraint.
- To give their opinion and have access to authentic information in which they trust.
The graph below highlights the research preceding the purchase:
2) How to transpose these expectations in store?
- Offer a free, simple and fluid internet connection: this is the first condition to offer a pleasant experience. Also, remember to adapt your online pages to mobile browsing.
- Use the recommendations of the community: your visitors connect to obtain opinions, to have concrete and real feedback on your product. Make it easier for them by giving them direct access to this information. For example, you can have touchscreen shelves on the shelves scrolling through images of your worn products from social networks like Instagram. To do this, you will need to create a dedicated hashtag and inform your customers.
A Kiabi store has offered its visitors to say “I like” the products they like in-store with a simple badge system allowing them to benefit from a 10% discount.
The device also provided for a contest and a connected photo booth, forevermore virality.
- Use the “check-in” to obtain advantages: the internet user indicates that he is in your store, which entitles him to advantage. If Swarm (Foursquare) has developed on this principle, Facebook also offers geo-located publications. They are rather simple to implement to make you known. Some restaurants offer for example a free coffee for a geo-located publication on Facebook, in order to make themselves known to friends of their customers.
Note that encouraging check-in is more relevant than encouraging “like”: you may end up with many fans who are ultimately not so interested in what you offer, as with the old fan gate.
- Use a game contest IRL linked to social networks to encourage the sharing:
Mim organized his “Fan Days Tour” to encourage his fans to go to the store.
Once there, they had to share a photo taken in front of a photocall to benefit from a reduction.
The device was also linked to Twitter and Instagram.
- Use the trend of selfie and sharing of lived experience with friends:
The Koezio indoor adventure complex offers a souvenir photo linked to a Facebook application and posted on the participants’ profile during its journey.
Transformed into secret agents, they don’t have their smartphone with them and are happy to capture the moment for them and share their experience with their friends.
Rosa Turner is an enthusiastic and self-reliant creative writer at Buy Instagram Followers UK. Her passion for writing and effective communication skills add to her credibility as a writer. In addition to writing for multiple foreign corporations, she enjoys writing poems on current social issues.