Canadian Retailer - Winter 2013 - 22
MYSTORE RETAILER'S GUIDE VOL. 9.1: TECHNOLOGY
TAKEAWAYS:
• The biggest mistake retailers
make when they go into social
media is to talk about themselves all the time.
• Ask questions, post interesting
facts, and show relevant pictures
to your target market.
• Respond to questions from customers within 24 hours.
• Learn about analytics and track
social media. Each platform
shows how you are engaging
your audience and what messages are working.
• Don’t know which social media
platform to try? Take an in-store
survey. Ask your customers
where they play online and how
they want to hear from you.
• Remember that social media
also allows you to research your
customer base and acts as a
listening channel for a brand.
6. Engage social media strategically
Independent retailers need a website of some
kind. But what about social media? That’s where
the choice can become overwhelming and the
workload immense.
Skerry says that with a little research and pointedly directed resources, retailers can contain
social media bloat and leverage social media to
their purposes.
First, retailers should avoid the mistake of getting into everything. Not only is a broad reach
ineffective, it’s exhausting. Independents should
research what social media networks their customers use. Talk to customers, conduct checkout surveys, surf the web and see what social
networks local competitors use.
The key: go where customers go. “If your cus-
22 |
canadian retailer | winter 2013 | www.retailcouncil.org/cdnretailer
tomers aren’t using a social media, like Foursquare, don’t be there,” says Skerry.
Second, retailers should plan to use their resources to contribute something relevant to conversations regularly. In an era where people use
the Internet for research, retailers should strive
to become a source for knowledge.
“Social media helps the smaller guy,” Skerry explains. “It’s not about how much money you spend,
it’s about how relevant the information is and how
often you update it.” Not only will customers notice what’s new and relevant, so will Google.
To access more Retailer’s Guides and other RCC
resources that can help you grow your business,
visit www.retailcouncil.org/training.
http://visitwww.retailcouncil.org/training
http://www.retailcouncil.org/cdnretailer
Canadian Retailer - Winter 2013
Table of Contents for the Digital Edition of Canadian Retailer - Winter 2013
Publisher's Desk
Retail Currents
50 Year of Retail Advocacy
Preparing for Succession, Stitch by Stitch
Getting It Together to Get It Online
Social Media 101
Searching For Certainty
Working Toward A More Harmonized Approach
The Brick: Leaders in Retail and Sustainability
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2013 - cover1
Canadian Retailer - Winter 2013 - cover2
Canadian Retailer - Winter 2013 - 3
Canadian Retailer - Winter 2013 - Publisher's Desk
Canadian Retailer - Winter 2013 - 5
Canadian Retailer - Winter 2013 - Retail Currents
Canadian Retailer - Winter 2013 - 7
Canadian Retailer - Winter 2013 - 8
Canadian Retailer - Winter 2013 - 9
Canadian Retailer - Winter 2013 - 50 Year of Retail Advocacy
Canadian Retailer - Winter 2013 - 11
Canadian Retailer - Winter 2013 - Preparing for Succession, Stitch by Stitch
Canadian Retailer - Winter 2013 - 13
Canadian Retailer - Winter 2013 - 14
Canadian Retailer - Winter 2013 - 15
Canadian Retailer - Winter 2013 - 16
Canadian Retailer - Winter 2013 - 17
Canadian Retailer - Winter 2013 - 18
Canadian Retailer - Winter 2013 - Getting It Together to Get It Online
Canadian Retailer - Winter 2013 - 20
Canadian Retailer - Winter 2013 - 21
Canadian Retailer - Winter 2013 - 22
Canadian Retailer - Winter 2013 - 23
Canadian Retailer - Winter 2013 - Social Media 101
Canadian Retailer - Winter 2013 - 25
Canadian Retailer - Winter 2013 - Searching For Certainty
Canadian Retailer - Winter 2013 - 27
Canadian Retailer - Winter 2013 - 28
Canadian Retailer - Winter 2013 - 29
Canadian Retailer - Winter 2013 - 30
Canadian Retailer - Winter 2013 - 31
Canadian Retailer - Winter 2013 - 32
Canadian Retailer - Winter 2013 - Working Toward A More Harmonized Approach
Canadian Retailer - Winter 2013 - 34
Canadian Retailer - Winter 2013 - 35
Canadian Retailer - Winter 2013 - The Brick: Leaders in Retail and Sustainability
Canadian Retailer - Winter 2013 - 37
Canadian Retailer - Winter 2013 - 38
Canadian Retailer - Winter 2013 - 39
Canadian Retailer - Winter 2013 - 40
Canadian Retailer - Winter 2013 - Advertiser's Index
Canadian Retailer - Winter 2013 - Retail Quick Tips
Canadian Retailer - Winter 2013 - 43
Canadian Retailer - Winter 2013 - cover3
Canadian Retailer - Winter 2013 - cover4
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