Shopfloor FOCUS: MARKETING
ERT asks independent electrical retailers how they approach social media, from the kind of content they share to how it helps them connect with customers.
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For many retailers, social media is now a key part of staying connected with customers. Whether promoting new products, sharing in-store offers or simply keeping the business visible locally, platforms such as Facebook and Instagram can play an important role in day-to-day marketing. For independent retailers in particular, social media also offers an opportunity to highlight what makes their businesses unique, from expert advice and personal service to the personality behind the shop. But with so many platforms and content styles to choose from, how are independents making social media work for them?
Which platforms do you use at the moment? How would you rank their usefulness? Max Electrical:It’s difficult to rank the platforms because each one serves a different purpose. The goal isn’t to become a global sensation (although that would be nice) but to engage with our community and potential customers. We create short, engaging videos in CapCut for TikTok, Instagram, Facebook and YouTube. TikTok drives engagement, Instagram reaches younger locals, Facebook connects with our community and YouTube hosts product videos.
I often include local references to strengthen that community connection and encourage viewers to support their local Euronics retailer. In my videos I always encourage people to seek their local Euronics retailer, after all we are all on the same team.
Power Appliances: We currently use Instagram, TikTok and Facebook. In terms of usefulness, I find them quite similar as the reach is fairly consistent across all three platforms.
Wades: Our main platforms are TikTok, YouTube, Facebook and Instagram, although we also have LinkedIn and X. We focus mainly on video content - from how-to guides to product reviews and tips. One TikTok video even reached 1.3 million views. TikTok’s live shopping is especially exciting and something we’re keen to do more often. We go live selling products directly on TikTok. I’m trying to do this more regularly but really struggle to find the time, which is frustrating because I know how valuable live selling is and it’s only going to grow over the next few years. China is expected to do around £850 billion in live shopping this year, so the trend is definitely growing in the UK.
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