Brands see value in social media


June 10, 2020 | By RetailME Bureau

Retail brands are seeing increased value in every ‘like’, ‘share’ and ‘follower’ on social media, especially amidst COVID-19 that saw people spending more time online. According to GlobalData’s weekly COVID-19 tracker across 11 countries between May 12-17 2020, 43.7% of consumers globally are spending more time on social media due to the coronavirus outbreak.

And brands need to capitalise on this increased social media activity to promote purchasing and build shopper loyalty in a time of significantly dampened demand for non-essential goods.

Also read: Social media offers businesses real engagement opportunity

“Social media will play an even more important role in marketing post-COVID-19, as many retailers are slashing marketing budgets to preserve cash to cope with the crisis, especially those that previously relied on traditional forms of marketing such as television and billboard adverts. Social media is a far cheaper method, especially if brands can leverage user-generated content and rely less on sponsored posts and collaborations,” observed Emily Salter, retail analyst, GlobalData.

However, retailers need to approach social media with sensitivity and strike the right balance with the number of posts and messaging. Although retailers need to convince shoppers to choose their products over others available, they should ensure that content is not too heavily skewed towards purchase-focused posts as they will have a significant number of followers who do not feel financially stable enough to buy non-essential items as unemployment rates have soared globally.

“Retailers need to focus on aspects beyond products – such as elements of their brand identity that resonate with shoppers, the positive actions they have taken during the crisis and building engagement to foster a sense of community. And this may prove easier for smaller independent brands. These are all elements that shoppers will be able to relate to whether they are in a position to purchase items or not, building brand loyalty and influencing shoppers’ choices in the long-term.”

 

For all the latest retail news from the Middle East, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube page.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



It is the final week of the 27th edition of the Dubai 

Continue Reading

January 21, 2022 | By RetailME Bureau

Foodlink Global Restaurants & Catering Services, the F&B services enterprise in India 

Continue Reading

December 29, 2021 | By Zubina Ahmed

‘Tis the time to be jolly! The festive season is back. Celebrate 

Continue Reading

December 19, 2021 | By RetailME Bureau

“It sounds like this, Luh Pan Koh-ti-dyan and means ‘the daily bread’, 

Continue Reading

December 6, 2021 | By Zubina Ahmed

The long weekend might be over but the Etisalat Beach Canteen 2021 

Continue Reading

December 5, 2021 | By RetailME Bureau

UAE gears up to celebrate this year’s National Day celebrations in the 

Continue Reading

November 28, 2021 | By Zubina Ahmed

UAE-based Etisalat Group has signed an agreement with elGrocer, a leading online 

Continue Reading

November 18, 2021 | By RetailME Bureau

Amazon.ae announced that the 11.11 sale is back once again this year 

Continue Reading

November 8, 2021 | By RetailME Bureau

Abu Dhabi Cooperative Society’s COOP City store is now open in Lake 

Continue Reading

November 3, 2021 | By RetailME Bureau

Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley




Download Images RetailME Magazine