The holiday season is upon us and the moves you’re making on social media right now will set the precedent for your selling success in the season of lights. This includes how you’re corresponding with customers, which merchants should be doing through their Smartphones among a variety of other marketing tactics.
“Smartphone commerce” has seen a significant growth in 2017, with Emarketer estimating that smartphone purchases will increase by 57.8 percent by the end of the year. On top of this, Marketingland estimates that a full 32 percent of customers will turn to social media to research their holiday purchases this year, so look to your social accounts to influence both eCommerce and brick and mortar sales this holiday season. To help? Start chatting… snapchatting, that is.
So… Why Do Snapchat?
Statista reports that Snapchat ranks as the most popular social media site among teens and young adults, with 166 million daily users in Q1 of 2017. Snapchat lets you fast-track your brand transparency, since you can give customers an intimate look into the daily and back-of-house functions of your brand. With Forbes recently reporting that brand transparency is imperative to 78 percent of customers across generations, there’s no better time than now – the season of selling – to strengthen your brand exposure and jump on the Snapchat bandwagon.
To help discover how Snapchat can work in your favor, consider the tips below:
Tip #1: Give ‘Em a Glimpse of What’s Happening Behind the Scenes
Remember that bit about transparency? Well, with Snapchat’s quick videos and flash-away photos you can create holiday “stories” that show customers what your store is doing for holiday prep, in-store events, warehouse organization and much, much more.
How-to: Once you take a picture or video in the Snapchat app and then click the arrow “send” button on the bottom right hand of your screen. The first option you see on the next screen will be to add that Snap to your company’s 24-hour “story.”
Tip #2: Introduce Your Store Associates’ Areas of Expertise
The “stories” section of your Snapchat is also a great place to introduce customers to your store associates on a personal level. After all, walking into a new store for the first time can be both exciting and intimidating… so let consumers feel as if they already know your store’s personality before ever having visited before! Friendly intros on Snapchat help make holiday shopping fun and boost in-store traffic with customers who are already engaged with your staff.
How-to: Introduce your associates based on their areas of expertise, such as: “Hi, Everyone! Meet Lisa. She’s our lipstick shade guru here at (company name) and she’ll be here to help you from 8 to 5 today!”
Tip #3: Let ‘Em See “You” With a Fierce Little Bitmoji
Trends change quickly in retail. While two years ago it was all about the time-lapse video short of your face in your ghost icon on Snapchat, this year we are all up on that Bitmoji action and those tiny cartoon stickers of our heads.
How to: Just tap your Snapcode (the ghost) to create your own Bitmoji from your Snapchat profile. This is your personal branding, so make it memorable with quirky details that stand out from the crowd.
Tip #4: Send a Personal Message to Your Followers
It’s easy to gather customer feedback and to answer questions in real time on Snapchat. Encourage customers to engage with your brand by putting up a pic of your Snapcode at your cash wrap and offering them a discount or other incentive on their next purchase if they bring in a pic from your brand’s “story.”
How-to: Be a personal shopper for your VIP customers by sending them pics of inventory with messages such as: “This dress made me think of you!”
Tip #5: Share Events and Promos Locally with Snapchat’s Geofilters
Snapchat is renowned for the excitement generated by the temporary nature of the platform. It lends itself to “get-it-now-or-miss-it” events and flash sales. Use a Snapchat geofilter to market to Snappers within a certain vicinity of your physical store, generating impulse buys with one-time-only, ephemeral promotions.
How-to: Add promos to your brand’s story for “the next ten users to respond.” And use geofilters to recruit first time in-store customers from platform users within your city.
Finally, Snapchat is the belle of the ball this year because it forces brands to keep things interesting. Utilize all of the various filters, stickers, and backgrounds to create a unique, augmented reality brand presence on Snapchat that’s sure to engage your company’s target next-gen customers… while also helping to engage your sales!
Take advantage of ASD Market Week’s 90+ free retail strategy sessions this March 11-14, 2018 in Las Vegas.
By Jasmine Glasheen, RetailMinded.com