Mystery Shoppers

Featured Article July '09

The Smell of Tweet Success

Having harnessed the power of catalogues and websites, perhaps the next step for retailers is to make use of social networking sites. With more than 200 million active users on ‘Facebook’ and over 3 million on ‘Twitter’ retailers can gain access to entirely new consumer markets.

Social networking sites can provide a valuable marketing tool, enabling people to become a ‘fan’ of the brand or allowing retailers to advertise promotions. On top of this, though, the sites can also be used as part of a customer insight strategy.

Using the sites as a method of inviting feedback provides retailers with an insight into customer experience which can then be drawn on to improve current service with a view to both retaining current custom and attracting new business.

By providing retailers with the opportunity to have two way conversations with customers relationships can be fostered, making consumers feel valued and encouraging them to remain with the brand.

Guy Stephens, the Online Help Manager for Carphone Warehouse, believes that Twitter allows him to confer “a human side” on the corporate image and “empathise with those customers who are experiencing problems”.

The value of such an intuitive and personal approach should not be underestimated. These channels can prove to be a valuable resource. But be warned, use of such a site should be taken seriously and offer a parallel level of customer experience to stores if it is to be effective.

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