Digitalization has captured all areas of the economy, including retail. On the pages of our magazine, we constantly talk about new ways of communicating with customers using digital technologies that help increase traffic, increase sales, increase the base of regular customers - in a word, make the retail shoe business more efficient and profitable. The time has come to create a separate section for such materials. In this issue, Elena Vinogradova, Permanent Expert of SR on digital tools in the work of the fashion retailer, in working with social networks, talks about how to use the capabilities of social networks in the daily work of sellers.
So, let's talk about how you can use social networks in the daily work of the seller with customers. I identified several areas of activity involving direct participation of staff and, conversely, its exclusion from the process.
The main "selling" tool on the most popular network - Instagram - is stories, short videos in 15 seconds, disappearing within 24 hours. It is their transience that attracts the attention of customers, literally tying them to your brand. Provided, of course, that the content in the stories is interesting and useful to your target audience and causes an emotional response.
If we now selectively look into the stories of most shoe companies - large federal chains, regional players or individual stores - we will see something like this:
But you can run into your stories life, emotions, real people, and not just processed photos of the product. And this will significantly increase interest in your brand, loyalty and engagement of the audience and, as a result, sales!
What exactly can be done?
Involve employees in the formation of content in social networks, entrust them with “live” shootings for stories from the store - just a video.
Examples of what you can shoot:
There are a lot of ideas, every day in retail it brings themes for content in huge quantities.
Of course, I foresee reactions in the spirit of “these are not the functions of sellers”, “they do not know how, it will turn out nonsense”, “they need to trade”, “there is no budget for an individual” and the like. But let's be honest - this is a matter of desire and organization. In the work of any, I emphasize, any store, in everyday work there is time to remove interesting moments within 2-5 minutes a day and put them in a tape. And I see such examples in the fashion industry in a variety of segments.
Who can do this? This can be a free seller, administrator, manager, office employee, working in retail, if you practice such functionality, an SMM manager.
In mass-market stores with a huge flow, you need to think a little more how to organize the filming of such content without sacrificing trade. In the stores of the middle, premium and luxury segments, the presence of a temporary resource is obvious, since the traffic is less and the work with the client is more personal.
Now let’s figure out how to use digital technologies in the seller’s work without the seller’s participation.
Despite the fact that in the clothing market there are enough examples of the use of mirrors as a means of marketing communication, in shoes, mainly, there is ignoring the capabilities of this element of commercial equipment.
What is the connection between mirror and online technology? It's simple: this is a platform for posting information that a client who has entered the fitting phase is guaranteed to see. And if we are talking about involving the buyer in digital communications with the brand, then here the possibilities are very wide.
Examples of what can be done:
1. Place on the mirror the inscription “Did not find your size? Order online ”and the website address.
2. A sticker with a QR code, pointing the phone at which you can send the client, depending on current goals, to:
3. Place a thematic hashtag on the mirror, an Instagram icon, for example, and a call to participate in the action. “Take a picture in Top Shoes shoes, upload a photo with the hashtag # my favorite TopShoes couple in your profile and stories - and participate in the drawing of the couple as a gift.”
4. A call to subscribe to the brand’s social networks and get something in return. Yes, even just to subscribe - through the sticker on your Instagram card to speed up the process - it will already be much better than nothing!
Summarizing the topic of the article: the use of digital technologies in everyday work is already a reality. And it is absolutely affordable, does not require expensive solutions and lengthy preparation. It is enough to look at examples of a couple of brands (not necessarily from the shoe industry) for which this has already been implemented, and just start doing it. Step by step, every day. And since success is determined by action, we sincerely wish you success in using the tools from this article in your business.
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