Social Media, connectivity, engagement, loyalty and shopper experience were all hot topics at the recent ‘revolutionary’ shopper marketing expo.

Why have one off customers when you can be engaged and connected to gain loyal ones? Why provide just a service or product when you can create your customer a shopping/visiting experience that has them coming back for more.

It has become apparent that there is a new vision for marketing that is emerging. This is one that focuses on the subconscious buying brain. This intriguing insight into how our customers think enlightens us on ideas that have been around for years, yet have not been truly implemented until now. “It is the idea that the brain takes in 11 billion senses every second and the 90% of a person’s thought process is done at a sub conscience level. As humans, it takes us only seconds to form an opinion after entering a new environment, the colours, lighting, temperature, atmosphere, whether it’s pleasing/ unpleasing etc. continue to influence with buying brain.

This in essence is what forms our first impressions and can potentially affect the customer’s decision of returning for repeat business. But I have also come to believe it is much more. The hot phrase ‘shopper experience’ is in fact only one of many key components to the successful shopper equation. Draw your customers in with attention grabbing marketing, engage and involve your customer to keep them interested, reward them for being engaged and keep them loyal with continued connection and incentives.

SOCIAL MEDIA

The use of social media is a hugely popular and growing trend. Customers like to feel connected and involved. Everyone loves a deal, so use email, text or social networking sites such as Facebook to connect to your loyalty base and provide them with incentives to return again. Create conversations to find out how your consumers think, what their interests are and pick up ideas on how you can continue to deliver what they need. By engaging in a conversation, people feel a part of something which is positive. Do be careful however, as this method of connection can also be disastrous if it is not managed correctly. The connection once established needs to be regularly maintained.

"Social Media is to be treated just like real life"

If the conversation is suddenly disconnected, people feel abandoned which in turn can produce negative views toward the business and more importantly the brand.