In today’s web-centric world, the term ‘user experience’ generally refers to what it’s like for someone to use a website or mobile app. How easy is it to sign up or login? How logical is the content flow? What is the purchase process like?
Something that is often overlooked when discussing user experience is actual interaction – those physical encounters that occur every day. What is it like walking into a store for the first time? What about browsing? How does it feel to purchase a special Mother’s Day gift for your mum?
For many small business owners, their bricks-and-mortar locations are their primary business cores while what is occurring online is secondary. Resultantly, these two experiences – the online and the offline – are all too often totally disconnected.
There’s a story to be told via social media for every type of business, and consumers can actually generate endless content for a retailer every time they step inside their doors. Word-of-mouth has been a valuable marketing tool for years so it’s surprising that more businesses don’t incorporate it as part of a social media strategy.
Does the store sell lots of watches? Hang a sign on the mirror inviting people to post photos of themselves wearing new stock. What about engagement rings? Ask customers to share their marriage proposal stories on the store’s Facebook page.
Develop a competition where the person with the most ‘romantic’ proposal – as voted by followers – receives a discount on wedding rings.
Whether it’s earrings or necklaces, gold or silver, every purchase has a story behind it. Think creatively about the experience you’re providing customers and the best way to leverage those sights and sounds in an online environment. Blend the online and offline experiences in a way that makes it exciting and interesting for everyone to participate.
Embrace the outcome
Once people begin ‘generating noise’ about a business on social media, businesses must learn to embrace the outcome. This means two different things.
First and foremost, accept that social media is about having fun. Not everything that a user posts is going to double as an advertisement for a business but this doesn’t mean that it’s not valuable.
Some posts might be riddled with inside jokes, emojis or silly hashtags; some customers may even have some not-so-nice things to say about their experience. This is all par for the course. Rather than be afraid, appreciate that consumers are engaging with you and do everything you can to capitalise on that opportunity.
Secondly, familiarise yourself with the idea that not all marketing efforts lead directly to sales. Every post that mentions your business name or hashtag helps to expose your products and services to a new audience who may someday become customers. Experts can argue about the way to quantify the value that this online brand awareness has but there’s one thing that is not up for debate: it has value. Social media campaigns like the examples outlined above take zero time or money so any residual benefits as a result are pure profit.
Pro tip: When looking for a way to take your in-store social media content to the next level, consider any of the thousands of mobile apps like Flipagram, Instacollage and Vine that allow social media managers to expand their posts beyond just photos. Even the time-lapse video function on an iPhone would work wonders. Short videos, photo montages and collages are great ways to make content look beautiful and keep posts fresh.
Impressions count
Creating a lasting impression on customers has always been important but it’s even more crucial in an age where consumers can and will whip out their phones and announce to their network of millions about the service they just received.
The good news for jewellers is that they’re working with product that heavily draws on the emotion from those involved at the buying and receiving end. Combine these positive sentiments with top-level service and one is bound to generate a pleasant
and memorable experience for the consumer to rave about.
Always be thinking about the in-store experience and how that can be transferred to an exciting one online. Ask customers to join in on your new endeavour and monitor the results.
It is only by combining the best of both in-store and online experiences that retailers will create lasting memories that will have shoppers returning for more.