Social customer experience has gained immense importance in recent years. High level of customer presence on social media and increasing demand of customer interaction has opened up new gates for retail companies to acquire, nurture and retain customers. Here’s a look at 3 outstanding social customer experience/Social CRM case studies from the retail industry.
Tesco
Winning awards like CCA Excellence Award for Best Use of Social Media, Tesco leads the way in Social Customer Service in the retail industry.
Key Takeaways -
- Tesco grabbed the #1 spot by increasing their fan base and response rate, responding to 93% of its tweets within the hour and laying emphasis on positive engagement through social customer service.
- Tesco has created multiple twitter profiles for specific business purpose fulfilling customer needs in real-time such as ”Tesco Offers” for providing coupons and Clubcard offers, “Tesco Real Food” , “Tesco Customer Care” for responding to and resolving hundreds of customer queries every hour and many more.
- Similarly on the Facebook page, Tesco posts brand or product related updates, offering Club card points to fans in return for sharing stories on various topics, a “Here to help” tab that includes contact details for all its customer care channels, and another app on its F&F clothing line page an “interactive fitting room” app allowing customers to create 3D digital versions of themselves.
- With huge amount of products and services offered by Tesco, Pinterest has been optimized and utilized effectively as a sales tool linking imagery used to e-commerce site. Tesco’s Pinterest has diverse boards ranging from beautiful imagery to helpful how-to guides.
Nike
From a recent report, Nike boasts of being first in response rate among the top 100 brands. By socializing and localizing sport, Nike’s brand community has over 5 million members.
Key Takeaways -
- Innovative and highly engaging apps like Nike+ GPS and Sportwatch have kept the community members growing in numbers by giving them access to local route data, maps, recommendations and support from Facebook friends.
- Nike has successfully utilized social media to replace traditional sales messages by a more location-based, interactive, engaging and content-led campaigns.
- Nike has Twitter accounts for its stores in all the major American cities through which customers ask specific questions about store items, including what’s in stock. Nike happily shares fan’s content like fan photos, videos, and tweets with other followers on @nikefootball account.
- One of the most innovative campaigns was the launch of Nike Grid which revolutionized the running experience with augmented reality and transforming the city of London into a digital network of routes and checkpoint. Nike fans could share, interact and engage with each other and the company as well. Nike’s motivational tweets has turned customers into its brand advocates.
- Nike gained huge popularity on Instagram through its campaign called “PHOTOiD”, which gave the fans a chance to get creative by designing their own Nike shoe online and choosing one of their Instagram photos to match with it. The smartly placed social sharing buttons provided great visibility to this campaign. Fans actively shared their final art piece with their friends on almost every social network.
Sephora
Sephora makes wise use of social networks to drive engagement campaigns and boost sales.
Key Takeaways -
- The retail giant uses Facebook page as a beauty discussion forum and a social customer service channel. With initiatives like Fan Fridays and 15 days of beauty thrills sweepstakes, Sephora has received tremendous response and increased brand loyalty.
- Similarly, the “Sephora Claus” campaign encouraged fans to wish for a Sephora beauty product on the microsite and link their Twitter account to complete the wish. These wishes were collected on the microsite in the form of clickable gift tags, making them visible across social media and witnessing a staggering 50,000 tweets.
- On Pinterest, users save their favorite beauty products and inspiration onto boards. They can also directly pin from product pages, or from targeted emails and competition campaigns.
- On peer to peer community, Sephora successfully runs online communities like Beauty Talk, The Glossy and Sephora TV.
No comments:
Post a Comment