According to Epsilon’s research, Brand Social and Retailer Social are the most impactful digital tools in the buyer journey, for behavioral impact and utility as per the “Epsilon digital shopping tool impact study 2015”. Planning the Digital Buyer Journey, post social media engagement can mean more page views for your site while increasing conversions. Here are Five Ways Brands can engage the Gift shopper with Social Media posts.
Audience Segmentation and Gift Shopping Experience
Launch an exclusive edition of your most liked products with a Social Media post. In place of directly promoting Gifts section, Nordstrom in line with its social media approach of minimalist messaging, launched an exclusive Winter Handbag from Kate Spade range for Winter 2015. On the landing page, the Gift section is featured for Gift Shoppers. Nordstrom has launched different sections that feature Curated Gifts List, while offering users the choice to browse gifts for different price points or for one of the curated experiences featured under the Gifts section. The Gifts section under newly introduced “Pop-in Store” features content targeted at different segments for different price points and for different buyer personas.
Introduce Gifts Shopping with a Video
Walmart’s video creative approach featuring musical scores by Craig Robinson, with different iterations of Gifts for different segments, including one where he sings about his gifting skills and “Gift For Everyone”, is part of Walmart’s Holiday Retailtainment strategy. Native Video is preferred way to discover content for Millennials and according to research has favorable impact on Brand performance metrics.
Launch a Gift Card Contest
Nordstrom invites users to write a review of the product to Win a USD 1000 Gift card. Brands that are launching contests during Holiday Season can link posts to questions such as “Share your Holiday Decor Ideas” with a chance to win Gift cards.
To know more about Promoting Gift Cards, Click here.
Introduce a Gift Card offer for the peak gift shopping season as can be seen from Applebee’s Tweet.
Introduce You Favorites To Your Audiences
Brands engaging audiences for Gift Shopping can look at featuring different Influencers or products that are likely to resonate within the holiday context such as Baking, Christmas Decor or Travel Tips.
In Case you are running a brand campaign, extend the same to your Social Media post with a Festive theme.
Social Media Influencers
Social Media Influencers can get the brand content noticed with posts that engage their fans and followers as can be seen for the offer from Walmart.
In another example Starbucks Tweet about an Instagram artist has generated engagement with gripping visual images from Latte artist.