The impulse buy playbook: Breaking down the new rules of omnichannel
Social commerce is evolving, which means the omnichannel world is changing, too. Even the mere definition of omnichannel is in flux as the lines between commerce and communication blur and new platforms proliferate.
It’s been a slow evolution, with many attempts to perfect social commerce resulting in failure. Will consumers ever have a world where commerce is one with their social experience? Right now the experience is a lot like being at a party, talking with friends, only to be interrupted by an uninvited guest trying to sell you fabric softener.
Big name brands and social media giants continue to push forward, looking for a solution to the social commerce conundrum. Gilt recently partnered with Apple TV to provide on-screen shopping, while Instagram, Twitter, Facebook, Pinterest and even YouTube use social media “buy” buttons to entice users to shop while they browse.
Although the evolution continues and social commerce is far from perfect, these new platforms provide a fresh way for brands to play to consumers’ impulse-buying tendencies. There’s big opportunity here — but only if businesses get it right. For brands looking to get users’ attention in this ever-evolving space, the old rules won’t cut it anymore. This isn’t candy in the checkout lane anymore. It’s time for a new impulse buy playbook -- for omnichannel.
Rule #1: Know Your Audience
While it might be tempting to jump right in and throw your marketing budget at the most popular social media platforms, you’re not going to get very far without first understanding who your target audience is and where they spend their digital time. In other words, if your average shopper doesn’t create Pinterest boards, you might be better off focusing your efforts on Twitter or Facebook.
Take Bayer for example. The pharmaceutical company is most famous for its aspirin, which boasts the ability to prevent heart attacks. While commercials commonly feature older men and women improving heart health thanks to Bayer, the company also maintains a Pinterest board — one with just a handful of followers. Because Pinterest is primarily populated by women between the ages of 18 and 29, it’s not likely to be the ideal social media outlet for Bayer. As part of a network that is typically populated with fashion tips, home decorating advice and recipes, Bayer’s science and healthcare boards stick out like a sore thumb.
That’s why it is so important consider your target audience check out demographic stats, which are easily accessible for many popular social networks.
Rule #2: That Audience Will Be Distracted — Give Them a Reason to Notice You
Building a brand presence on one, or several, social platforms can be a great opportunity for finding new customers and engaging with existing ones. With the introduction of “buy” buttons, social media storefronts and more, there’s also the potential to increase sales. That said, it’s important to understand the environment you’re working with and craft your strategy carefully. Because your audience is likely on Twitter, Facebook or YouTube for reasons other than shopping, ask yourself what will grab their attention and get them to buy — or at least pay attention to your brand. It’s quite likely that each platform requires its own approach.
This is the place to get creative and try new things. Consider weaving humorous images or videos into your marketing messaging. Engage with users by starting conversations and asking questions. The sky's the limit, so don’t be afraid to step outside of your comfort zone.
Check out Virgin Media’s use of a Back to the Future gif on Twitter, which appeals to users by tapping in to a trending topic (Back to the Future Day). Virgin Media’s tweet does a good job of grabbing attention and if Virgin happened to sell umbrellas or raincoats, it would be a perfect product tie-in. If you’re in need of inspiration, scroll through your target social network and pull ideas from unsponsored, organic content.
Rule #3: Blend Into the Experience — Don’t Disrupt It
Users aren’t typically on social networks to shop, which means they won’t want to be taken completely out of the social media environment when they encounter a “buy” button. Jarring users away from the content they came to see can be both frustrating and alienating.
Consider the following promoted tweet from Beverly Hills MD. Although the format is in-line with much of Twitter’s organic content, clicking on the tweet drags users away from their newsfeed and directs them to the Beverly Hills MD website, which immediately launches music and a video. With unexpected and likely unwanted sound disrupting the user experience, especially if it was clicked at work, most will navigate back to Twitter as quickly as possible.
That’s why platforms like Twitter and Facebook allow users to enter their information to buy an item they’ve seen in their feedwithout leaving the social network. For platforms like Instagram where users who click on a “shop now” button are directed to an external page, the style of your post has to be in-line with the network in order to make the shopping experience feel like a natural transition from the browsing one.
Rule #4: Getting In Front of Potential Shoppers Is Only Half the Battle
Once you’ve attracted new buyers, it’s important to create an experience that turns them into repeat customers. One of the fastest ways to turn someone away is by not having the item you’re advertising in stock. That’s why you must keep a close eye on inventory as you carry out your strategy and update social campaigns frequently.
The key to succeeding with an omnichannel business approach is as simple as remembering that the evolution of outlets is ongoing. Be flexible and embrace new channels. Take the time to consider each platform, its potential benefits and how to maximize your return. The investment is well worth it.