This document discusses how retailers can use social media to boost in-store sales. It explains that new technologies like QR codes, location-based services, and near field communication can enhance the consumer experience and extend their journey both online and in physical stores. The document also discusses several myths around social media use, emphasizing that quality, engaging content is more important than the number of posts, and that brands should focus on creating unique experiences and communities around their products rather than just using many different apps and features.

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How retail embracing social
media can boost in store sales

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The consumer journey
as we know it has
changed for good

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Social platforms
extend the reach
and the impact of
traditional
campaigns
• New Technologies
• Integration of social media to traditional marketing and
pr campaigns
• Content buying process step 1 passes though smart
phones and clever applications

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•QR codes.
•Location-based services
•Near field communication.
•Google Wallet
For example, the use of a QR code within a magazine
or billboard advertisement now brings a previously static
medium to life, extending the consumer journey at the
touch of a button “Like” in a clothing store, or even
launch an interactive interior design application when
visiting a DIY store.
Near field
communication
allows retailer to
connect with each
specific customer

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What is this small extra “thing”
that brings the customers to
your door?
But do they all do?
How can your brand
be different from all
the other retailers
reaching the neck of
the bottle?

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Creating and
managing social
media tools is only
half the battle
If you want real value, you must be
seen, shared and able to bring people
in front of your door

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Fun + info =
Engagement
Content is
always the king

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Myth1:
The more you upload the
more they see you
•Quickly backfires on a Page’s Like count.
•One of the top reasons for a fan to “unlike” a Page or un follow.
•Quality content receives high user feedback, as opposed to having a
lot of posts with low user feedback, more chances to get into the
News Feed.
•Limit your page’s daily content to 2 to 3 posts most likely to get high
rates of engagement.

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Myth2:
Anything you want
to say, just say it
•It’s not what you are sharing, but what and how you are saying that
makes your content worthy of a comment, share or Like.
•Vary your comments
•Include photos, videos and polls receive the best engagement rates.
•By accompanying text posts with interesting, trending or funny media
content or poll questions, you’re optimizing user engagement, and
claiming a space in your users’ News Feeds.

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Find studies done that provide great recommendations as to what day and what
time content is most viewed by users.
Log-on and engagement tendencies vary across user groups.
To determine the optimal posting time for your audience, you’ll need to
experiment. Break from your regular posting schedule and see what results
come of the change. Once you think you’ve discovered your optimal posting
time, take advantage of real-time content stream,
Ticker, to post content during that time.
Myth 3:
Any time, all
the time

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•Use third party endorsers
•Create an ecosystem around you that talks
about and for you
even if you are not around
Myth 4:
It’s a personal thing

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Myth 5:
Use more features
& more apps
•Make it personal.
•Make them feel it’s a part of a
group worth talking about
•Create a community

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The hard is not
to find
the right tools
•Location-based services apps such as
Foursquare in store check ins to create loyalty-
based rewards programmes, exclusive offers, new
products,additional content and discounts
•The Starbucks example

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…nor to use them
It won’t be long before we start to see more
and more people using their smartphone to
pay for their morning coffee, or the latest
new product display integrating real-life
Facebook “Likes” in the same way we saw
with the recent Diesel ‘Like” campaign or
Google Wallet.

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…is to find the right
words
•As long as brands are able to offer something
unique, exclusive, and of benefit to the
consumer when checking-in, such tools could
serve to bridge that all important gap between
using social media to create engagement online
and using social media to create actual footfall
and sales in store.

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The use of social media when integrated successfully
with both traditional marketing campaigns and in-
store set-up, really can provide customers with a much
more complete and connected overall brand
experience - an experience that not only develops long
before a sale is made, but one that can now extend for
many months and years after.
•.
…and create an
overall brand
experience

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http://www.youtube.com/watch?v=4OZmbBPym1k&feature=player_detailpage#t=4s
Diesel
‘Like”campaign
People love to share moments of their lives, what they do, what they think and, of
course, what they like. Beacuse of this, the "Like Button" is clicked 3 billion times a
day. So, we thought: why not giving them the chance to like their favorite Diesel outfits
in the real world? Customers go to a Diesel Store, fall in love with a Denim and as they
would do on Facebook, they can share it on their wall by clicking on the "Like" from
their mobile phone. Easy!

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The free thinking zone experience

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Is building a community

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Sharing books,
sharing problems,
sharing dreams.

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We ‘extend’ the experience of
purchasing a book by getting the
content out in real life.
Digibate with
bloggers ex Prime
Minister Mitsotakis

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An open think
tank selling
books, “a
Pnyka”
Digibate with bloggers
President European Greens
Daniel Cohn Bendit

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We like to create the
content

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We engage using
ONLY SOCIAL
MEDIA platforms
and new media

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First twitbates
in Greece

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We engage on
line…
Posts on our wall

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To increase in store footfall…

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We like to be very personal

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…and sell even door to door

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Our social activities attract
traditional media…
Chicago Tribune

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…and engage our future
untraditional clients

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…organic growth
w/o apps

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2013 e-awards candidate in
categories:
•Twitter organization
•Digital media campaign
Only if you like us vote for us!
a)Twitter organization

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Thank you for riding with us!