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Get connected: Make the most of the internet and social media
Your customers are everywhere and by using social media to increase your visibility, you can increase your showroom’s digital footprint. Jonathan Hartley, channel manager for kitchen retail and B2B at Samsung UK, explains how…
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any retailers are aware of social media platforms like Pinterest, Twitter, Facebook, Instagram and LinkedIn, but how many have an account yet don’t use it to drive business? The majority of consumers interact daily, if not hourly, with social media, so the more content you display that engages your audience, the more they recognise what you provide.
A customer may not be in the market to
purchase a kitchen this week, but they may purchase one this year, so you need to ask yourself a few questions. Who do they go to? How do they like to view your past work? How do they see recommendations from past customers against trusted reviews? They could walk the high street and find your showroom, they may see your advert in print, but in a fast-paced and increasingly tech-focused world, the faster a customer can research, gain trust and confidence in a retailer, the better. Some very simple ways to use social media can all be done from a smartphone these days, so once you have signed up your business to the social sites, it’s very easy to create engaging content. Pinterest: Customers love the ease of use to create ‘Mood Board Albums’. Uploading high-quality images of your completed projects gives your customers a better vision of what you can provide. Create easy-to-digest sections for your images. Remember, the more creative and eye-catching the better. Instagram: This is another way to allow customers to see images of previous work, but you can catalogue this daily, so that they see ‘start-to-finish’ projects. Add video updates and promotional activity to your media uploads, such as events or open evenings. Even link to other local businesses’s accounts so that you can complement each other.
Twitter: Try to interact, provide daily updates, and post quick visuals of your showroom, work completed, new product displays, or simply anything you think is relevant to your consumer audience. Introduce your staff, your business and any relevant short stories that capture interest and comments. Create polls: Think about what your audience’s top priority is when looking for a kitchen. Would they choose traditional, contemporary, modern or painted kitchens? The more consumer insights that you can gather from all social media avenues, the stronger your planning can be for your showroom. Short video: Clips should be no more than 90 seconds in length, capturing interest from the viewer who will ideally comment and interact. This could be a showroom walk-through or a short introduction to the business. Another avenue is time-lapse videos created for the
Registration to the Samsung online academy is available to displaying retailers, where we have an abundance of available information on product videos and images.
Induction Hob
with Virtual Flame Technology™
installations that you’ve done. Seeing the quality of your work transpose through engaging video is a quick and strong tool for the customer to see what you do. Facebook: This is great place to maintain communication with existing customers and offer seasonal or monthly promotions. Facebook is where social media can be a sales tool. Highly versatile for advertising, it allows you to specifically direct traffic to either your own showroom Facebook page or to your website. More than a billion people use Facebook worldwide, so the potential of advertising is huge – if it’s done right. Especially when you can target your marketing to specific postcodes. It may be that you are planning on opening a new showroom and need to test the market before committing. Build an audience and a demand for your services from concept to reality and invite all to your opening event. At Samsung Home Appliances, we are engaged through the Samsung Academy and Kitchen Circle partner programme with our retail showrooms, working closely to discuss and support rich media and social visibility growth through each of their businesses. We can assist with high-resolution images, product videos and assets to complement your kitchens from the Samsung appliance portfolio.
The customer is changing and so is the way they shop and research. Trust and engagement are key to the shopping experience prior to any transaction in showrooms. Provide as much information as possible up front, so many of the initial barriers will be broken down. The conversation will then focus on the design and installation. To have a positive impact you must secure an audience, engage frequently with that audience and continue to secure new followers. The bigger your audience, the bigger your reach and the more brand visibility you will achieve.
If you’d like to discuss how Samsung is working with retailers in the UK to support and develop showrooms ‘get connected’ both through social media, internet and smart home appliances, please go to
www.samsung.com/uk/ built-in or e-mail
builtin.appliances@
samsung.com.
December 2019 · kbbreview 21
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