Twitter: Does It Work For Retail?
March 23, 2009
Frankly, I’m not sure how it’s working for TWICE because tracking Twitter visits is not easy, but what I do know is people seem to like it. About one month ago TWICE kicked off its Facebook and Twitter efforts. TWICE’s Lisa Johnston and I put the sites together and then sent out the news of their birth via an email alert. We were instantly deluged with Facebook and Twitter action. After the first few hours we had more than 250 Facebook fans and about 100 Twitter followers. Those numbers have now almost doubled. Even as I write this blog item two more people signed up to follow TWICE.
I’ve noticed that Best Buy, CompUSA, OfficeMax and Office Depot, among others, are Twittering, as well. Most are posting sale items in much the same way TWICE posts news headlines — a few words and a link. I know Twitter is driving a small, but growing, percentage of people to TWICE.com and I have to think it’s doing the same for these retailers.
Now the question is how does one take advantage of what these sites offer? Their inherent value is obvious. They give the most direct, and open-ended, contact possible to the customer.
Will Twitter play a large roll in retail? Will people get sick of receiving 43 updates per day on what is for sale? Will an app be developed for printable coupons?
The possibilities are as endless as the tweets that appear all day long on Twitter.
Posted by Doug Olenick on March 23, 2009 |
Comments (18)
Industries:
Electronics/Appliance Retailing
April 28, 2009
In response to:
Twitter: Does It Work For Retail?Katie commented:
Do you a different usages for retailers that sell their own brand,
i.e. The Gap or Hollister vs. retailers that sell other brands like
Champs Sports or Macys?
April 28, 2009
In response to:
Twitter: Does It Work For Retail?Katie commented:
April 28, 2009
In response to:
Twitter: Does It Work For Retail?Katie commented:
Do you a different usages for retailers that sell their own brand,
i.e. The Gap or Hollister vs. retailers that sell other brands like
Champs Sports or Macys?
March 26, 2009
In response to:
Twitter: Does It Work For Retail?Steve commented:
twitter can be a very powerful tool if used correctly. If retailers
use social media for sale items and blowouts only they will be cut
off almost instantly. People are using twitter for updated quality
information. If you take quality out of the equation there is no
value in following you. Retailers who want to succeed in social
media need to focus on brand awareness and added value information.
Once this is established the occasional sale should be well
accepted.
March 26, 2009
In response to:
Twitter: Does It Work For Retail?Steve commented:
twitter can be a very powerful tool if used correctly. If retailers
use social media for sale items and blowouts only they will be cut
off almost instantly. People are using twitter for updated quality
information. If you take quality out of the equation there is no
value in following you. Retailers who want to succeed in social
media need to focus on brand awareness and added value information.
Once this is established the occasional sale should be well
accepted.
March 26, 2009
In response to:
Twitter: Does It Work For Retail?Steve commented:
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Paul Robinson commented:
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Paul Robinson commented:
Shmully, while there may be some short term value to Dell or
others, just that stat in a vacuum is not enough. Were these truly
"new" sales, or a shift in channel? Was the sale of a blow out
item, ONLY available via Twitter, or just a re-formatted email
blast? How will this trend change as more retailers jump in feet
(not head) first? In short, I believe, sales opportunities need to
be so unique and high value they reinforce the other goals I
mentioned. Doug, based on above, I amend my satement re sales
opportunities from my first post slightly. Overall, this is about
marketing, brand and service - not merchandising. ROI needs to be
looked at longer term, and not in a "we tweeted this deal and sold
XX". The social network will ultimately decide, but IMO the clutter
created by the "Buy Now" crowd will dilute the value for all,if not
managed strategically.
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Paul Robinson commented:
Shmully, while there may be some short term value to Dell or
others, just that stat in a vacuum is not enough. Were these truly
"new" sales, or a shift in channel? Was the sale of a blow out
item, ONLY available via Twitter, or just a re-formatted email
blast? How will this trend change as more retailers jump in feet
(not head) first? In short, I believe, sales opportunities need to
be so unique and high value they reinforce the other goals I
mentioned. Doug, based on above, I amend my satement re sales
opportunities from my first post slightly. Overall, this is about
marketing, brand and service - not merchandising. ROI needs to be
looked at longer term, and not in a "we tweeted this deal and sold
XX". The social network will ultimately decide, but IMO the clutter
created by the "Buy Now" crowd will dilute the value for all,if not
managed strategically.
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Shmully Litvin commented:
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Shmully Litvin commented:
Paul, There has to be something said for the efforts that Dell
experienced using their twitter channel, offering deals. Their
reported direct sales was over 1 mill! That said, I do not think
that the industry even understands what to do with it, but they
should focus on building community, not driving as a sales vehicle,
as you said.
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Shmully Litvin commented:
Paul, There has to be something said for the efforts that Dell
experienced using their twitter channel, offering deals. Their
reported direct sales was over 1 mill! That said, I do not think
that the industry even understands what to do with it, but they
should focus on building community, not driving as a sales vehicle,
as you said.
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Doug commented:
Paul, That certainly makes sense. What would be your suggestion for
best practices for using social media?
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Doug commented:
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Doug commented:
Paul, That certainly makes sense. What would be your suggestion for
best practices for using social media?
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Paul P. Robinson commented:
Retailers who believe that the best use of their social media
efforts consist of blasting "specials" and "sales" are seriously
misunderstanding the purpose and long term value of this medium.
With the exception of a site like woot.com, all other retailers
need to look at these medium as a brand, loyalty, service and long
term opportunity - not a "quick hit". If they continue that path,
they will quickly be "de-friended" or "de-followed", and the
opportunity will not only be wasted, but will most likely result
will be negative in impact.
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Paul P. Robinson commented:
March 25, 2009
In response to:
Twitter: Does It Work For Retail?Paul P. Robinson commented:
Retailers who believe that the best use of their social media
efforts consist of blasting "specials" and "sales" are seriously
misunderstanding the purpose and long term value of this medium.
With the exception of a site like woot.com, all other retailers
need to look at these medium as a brand, loyalty, service and long
term opportunity - not a "quick hit". If they continue that path,
they will quickly be "de-friended" or "de-followed", and the
opportunity will not only be wasted, but will most likely result
will be negative in impact.
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