Discover What Your Customers Will Want Tomorrow and Build Authentic Relationships
As retailers like Walmart and Amazon spread tentacles of distribution throughout e-commerce sites and brick-and-mortar superstores, increase their clout with wholesalers, and blur the lines between wholesale and retail with masses of generic and private label products and services, how can small and mid-size brands flourish?
The big guys have even-bigger data, and they use it, along with their ability to manipulate wholesale prices, produce private label goods, and take temporary losses for long-term gains. They, like all brands, use their data about past customer purchases (and views, and likes, etc.) to predict future purchases.
What they don’t have is authentic connections to their clients and customers. The bigger they get, the less personal their service becomes. Their customers do not co-create their next new product; there can be little collaboration or innovation with their clients to improve their services.
For smaller and mid-size brands, this offers a great opportunity to learn to connect with people searching for a voice in the consumer experience. But this requires a shift in how the brand uses social media.
Most brands monitor social media for mentions and trends, but this kind of passive listening—responding only when there’s a problem or threat—can be transformed into an active, authentic engagement with the people who already love your products or services and those who are considering trying them.
These proactive interactions can take place on any social media platform if you employ a team to respond in real time across the board. Or, for less time and money, you can use a social media version of a suggestion box: USuggest It.