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How are retailers using social media to engage customers?
Both mobile technology and social media are at forefront of our daily lives, and with retailers constantly looking for new ways to attract consumers and drive sales, they’re turning to social media and technology to change the in-store experience.
Retailers have recognised the need to be present wherever their audience are, these days that is on social media. Unlike traditional advertising, social media allows consumers to reach out and interact with retailers. This method of digital interaction is starting to be incorporated into stores through the use of hashtags, social graphics and importantly, digital technology.
How are retailers using social media and mobile technology to engage customers?
Many retail stores are adapting their store designs and layouts to work around social media, digital technology and the changing way in which consumers are shopping.
Digital Marketing Magazine described a new consumer behaviour, ‘Showrooming’, in which customers view an in-store experience as a way to browse products in person, before completing the purchase online. This behaviour proves that the retail experience, on and off-line, is more connected than what was thought, and merging the two creates exciting potential for retailers.
By 2020 it's projected that two-thirds of all eCommerce purchases will be made on a smartphone, totalling £43 billion. This signifies the opportunity retailers are attempting to capitalise on.
Missguided put digital tech centre stage in the new store based at the Bluewater Shopping Centre. Throughout the store, most prominently as customers enter, dynamic content containing the latest social media posts and trends is displayed on high-resolution digital screens. This gives Missguided an extra opportunity to resonate with their audience, quickly reacting to the latest trends.
River Island also teamed up with Snapchat to create bespoke branded filters, exclusively accessible in River Island stores. The filters are designed to display cultural messages that change with the latest fashion campaigns and fashion seasons. Customers are invited to use the filters with the best uses resulting in potential prizes.
Topshop teamed up with Twitter for London Fashion week to identify key trends pulled from user data, creating product collections that matched the trend. Each billboard was strategically placed within a 10-minute distance from a Topshop store making the collections easily accessible.
How does this affect display technology?
The increase of digital technology within stores means that displays have to be more flexible than ever, with content needing to be constantly changed to fit with the new seasons and campaigns.
Moving content also now plays a part in affecting the in-store experience. Before it primarily featured online, but advancements in technology and infrastructure mean dynamic content is more easily placed in-store.
At Unibox, we’re experts in creating graphic displays and lighting technology for retailers. Our industry-leading LED Lightboxes have been used by multiple retailers to drive customers towards social media engagement, alongside our latest patented innovation - Kinetik, combining both static and dynamic elements into one, allowing a high resolution printed graphic to be combined with moving animation or a colour changing backlighting.
Learn more about our retail solutions here, or get in touch with our team.