If the manager of a particular store calls you up because you said something really nice about their store on Yelp that would have a much bigger impact than if you got a phone call from somebody you never heard of from a distant corporate headquarters.
(PRWEB) July 06, 2012
In his continuing blog series on the role of social media in retailer marketing, Retail Practice Leader at Junction Solutions and customer experience thought leader Lindsay Carpen lists three reasons why national brands should not manage their social media efforts at a headquarter location and why local store management needs to be empowered to do so. Carpen’s posts are found on retail thought leadership site WhatsNextRetail.com.
“People are getting their information differently,” said Carpen. “(Today), we have social media-based user reviews becoming the main way consumers get a lot of their product and service information. National advertising and even Internet-based advertising has given way to this medium.”
Carpen contends in his post that retailers are still having difficulty grasping that social media is a two-way communications, unlike TV advertising that does not rely on user interaction. “They can’t wrap their minds around the idea that this is a two-way communication that’s happening, and if you don’t have that two-way communication, basically you’re going to be looked at as non-responsive or even that you don’t care about what’s going on, which is going to hurt you significantly, especially at the local store level.”
Carpen’s main contention, though, is that in-store interactions are truly local events. “The best person to take care of those events is going to be the store manager or someone that the person knows or has interacted with. If the manager of a particular store calls you up because you said something really nice about their store on Yelp that would have a much bigger impact than if you got a phone call from somebody you never heard of from a distant corporate headquarters.”
Lindsay Carpen is Director, Junction Solutions Retail Practice, and a contributor to What's Next Retail, a thought leadership site led by members of the Retail Industry Partner Community, a network of Microsoft Dynamics partners.