STORES Magazine - July 2015 - 52
Look Who's Talking
Party Galaxy finds potential customers by monitoring Twitter
by LAURI GIESEN
hat retailer wouldn't want to
be privy to social media posts
that concern someone looking to purchase items they sell?
Party Galaxy, a chain of party
supply stores, has just that ability.
Through the use of software from
SocialCentiv, Party Galaxy can see
when people tweet that they want to
buy party supplies or even that they
are planning a party.
The Oklahoma retailer, which has
nine locations, began using the software last summer while planning a
special promotion on luau supplies;
the chain also tested a more generic
promotion of all party supplies simultaneously.
Party Galaxy provides advertising
firm Syn3rgy Creative Group key
phrases to look for in tweets; Syn3rgy
is able to detect and view tweets to decide if they are appropriate for Party
Galaxy to act upon. If so, tweeters are
e-mailed a link to opt into a program
which will provide them with coupons
and promotions that fit their party
As a result of the initial three-month
As a result of the
test, Party Galaxy
had more than a
increase in leads
from social media.
STORES July 2015
test, Party Galaxy had more than a
1,000 percent increase in leads from
social media and tripled the number
of customers it has registered through
Twitter, says Steve Newlon, founder
and chief relationship officer of Syn3rgy.
In just a few months, the retailer got
more than 700 solid leads of people in
its prime market area who were talking about party planning on Twitter.
Party Galaxy likes that SocialCentiv's software can monitor actual consumer interest in party supplies in real
time, Newlon says.
"This is proactive monitoring, not
just an opt-in program," he says.
"Anyone can set up a Facebook page
for their business, but that just gives
them a presence on social media. This
lets them connect the dots so they
are actually getting out the messages
that affect customer behavior, so that
people are likely to purchase products
The promotions can be directed to
customers' specific needs. "If we see
a mom saying that her kid's birthday
is coming up, we can respond with a
promotion that meets her exact needs:
'Check out our page with birthday
party ideas and get a 20 percent off
coupon that you can print out or
redeem from your mobile phone,'"
The promotion is primarily directed
at customers who live near a Party
Galaxy store, though the chain has
run some national promotions to attract customers to its website. "They
have seen a big increase from out-ofstate buyers who were contacted because of Twitter posts," Newlon says.
The software also allows Syn3rgy to
exclude keywords. "We were working
with a coffee retailer recently and we
found out there was a popular song