“The ‘it’ brands have always taken social shopping seriously as a new channel, and now other brands are starting to take notice. Whilst it’s often perceived as the ‘Wild West’ of retail, there are significant opportunities for brands that take a strategic approach, particularly when it comes to building consideration and brand equity with younger generations.
“Social channels, particularly Tik-Tok, can be amazing platforms to engage younger consumers. Pairing social shopping and purchase opportunities with brand building campaigns and celebrity endorsement helps interactions move beyond transactions, establishing stronger relationships based on brand personality as well as product.
“Start-ups and challenger brands can use their brand platforms and social shopping presences to raise awareness and gain brand recognition through advocates who are happy to promote products in exchange for freebies, ‘gifted’ items and commission. Selecting the right advocates can have a huge impact, with their personalities and follower-base creating a valuable halo effect for brands and allowing them to cut-through the noise.
“While newer, smaller brands should focus on brand building strategies, established brands are having success by using their social platforms to sell end-of-line stock. Not only does this capture the attention of bargain-hunters with value for money, but it can also introduce new consumers to the brand at an affordable price point, encouraging them to come back for mainline offerings at full price.
“The rise of social media shopping can be a valuable platform for all brands when they employ smart strategies based on their marketing objectives. Cut-through isn’t all about ‘going viral’, which often only provides a short-term boost. A solid, consistent strategy that draws on all the elements social media has to offer can build greater brand awareness and engender loyalty that supports long-term growth.”
To read the full published comment by Daniel Todaro, CEO, Gekko Group, please visit A1 Retail
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