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Carol Spieckerman's RetailWire Blog
February 9, 2010
Social Media Primarily Attracting Loyal Customers
FROM RETAILWIRE:
A new study confirms that consumers are increasingly connecting with their favorite online retailers through social media sites. But most of those "friending" or "following" online retailers are already loyal customers. Should social media tools be predominantly seen as a way to reinforce loyalty with existing customers?
MY COMMENTARY:
This is such a relevant topic. What if marketers just owned the assumption as truth (social media is most powerful as a retention and engagement tool with existing customers), then went on to focus relentlessly on making that aspect the best it can be? I think that would cut out a lot of confusion and pay off big time. I've been talking about the dynamic of "cyberpolarization" quite a bit lately: the fact that social media and the Internet don't foster diversity of thought nearly as much as they reinforce existing thought. Folks used to have to get up, get dressed and get to a meeting in order to join in discussions with other feminists, moderates or collectors of Mickey Mouse paraphernalia; these days, one can hang with thousands of like-minded friends sitting at home in house shoes...and that's exactly what they love doing. Exploring new brands? Not so much. Back on terra firma...Walmart is one retailer that has demonstrated an understanding of how this can be leveraged. A while back, they decided to put their "loyalist" customers and moms first under the premise that, until she was delighted, they didn't have any business focusing on anyone else. How narrow when there are so many other options, right? Perhaps leveraging social media, like retail, isn't as complicated as it's made it out to be. |
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