Published: 31 March 2017
Retailers and Snapchat - succeeding on the social platform
The internet has taken over the retail world and built a convenience model beyond physical limits. Despite vast growth of this digital platform, the physical store remains incredibly important and retailers must adapt to stay ahead of the digital game.
So, how can bricks and mortar compete with digital revolution? The secret lies in fostering and creating compelling social experiences within the physical store, making real life connections with consumers, transforming retail spaces into social platforms and creating a new-age physical “app”.
“The measure of intelligence is the ability to change” - Albert Einstein
We are increasingly seeing retailers add mobile technology into the physical store, tapping into vital cross-channel initiative and optimising the customer journey.
Snapchat has become the “go to app” for retailers. Some key brands have jumped onto the Snapchat wagon and added the app into their various campaigns to allow customers to engage with the brand and the store.
River Island launched a competition for customers to win a shopping spree if they used the brand’s bespoke Snapchat filter while shopping instore and then shared their snaps with friends, inevitably encouraging customer engagement in a fun, current and interactive manner.
Sainsbury’s launched a karaoke competition in the form of a Snapchat lens for customers to sing along to their Christmas advert song. The competition extended across other social platforms such as Facebook Live and Sainsbury’s even placed an interactive karaoke booth at Intu Derby. The campaign got people talking, created a buzz and the winner of the best vocals was able to feature in a special version of their Christmas television ad.
Fashion and grocery brands were not the only retailers to take advantage of the Snapchat craze. KFC welcomed the app and went for the “selfie” approach, successfully linking their mobile digital Snapchat campaign to their more traditional outdoor advertisements; users were asked to locate codes on various outdoor adverts which unlocked a ‘special filter’ on Snapchat allowing customers to have their photo taken with the iconic Colonel Sanders and share with friends – creating interaction.
Retailers are becoming savvy in the need to exploit technological innovation, understand consumer behavioural changes and focus on a greater need for flexibility. Experimentation and piloting ideas is the key in a capricious retail environment. It’s time retailers generate, simulate, test and roll out digital innovation and apps such as Snapchat, Facebook, Instagram, Twitter are the key to re-inventing the traditional retail experience.