Additionally, an article on Bloomberg by Kyle Stock titled talks about the importance of Instagram for Retail. Instagram is a way forward in the e-commerce space. Engagement on Instagram is 15-20 times more than that on other social media sites. The article gives an example of Michael Kors (MK) brand wherein they have created #InstaKors and will have customers sign up for this program. By doing so, when a customer likes a photo on MK’s Instagram page, they will be sent an email with a link to the product page on the website. This way the customer is redirected to the website and measurement of the social media presence can be tracked. This is advantageous for retail marketers because the likes on social media don’t mean anything to a brand but it is about whether the customer intends to buy it. Through using this feature on Instagram in the future, brands can better track whether customers that do follow them on social media are valuable customers who purchase or intend to purchase.
- Deliver promotions through social media - Using social media apps that current generation of tech savvy customers’ regularly depend on, can help retailers catch their attention.
- Use contests to increase engagement in stores - To give customers a better retail experience, it is necessary to engage them in store through contests as such treasure hunt or special coupons for the hour, which can be distributed electronically via social media apps.
- Use more visuals to capture attention - Visuals in the form of a video, photo or info graphic help in catching the attention of people.
Jyothsna Durgadoss is currently pursing her Master’s in Integrated Marketing Communications at Medill School of Journalism, Northwestern University. She is presently part of the content marketing team at Spiegel Research Center, Northwestern University. Prior to this, she worked as an associate consultant in a multi-disciplinary management-consulting firm in Dubai, specializing in marketing based assignments. In addition to her work experience, out of her personal interest and passion towards marketing, she has spearheaded the multi media promotional campaign for the launch of few books. She was born in India and brought up in Dubai and went on to completing her Bachelor’s degree in Business Management from Warwick Business School, United Kingdom.