Distribution: 5 lessons to increase customer engagement
The commerce of tomorrow will be strongly based on customer engagement. Sprinklr and the Just Amazing solution analyzed key methods during HUBDay.
Supermarkets, hypermarkets, Mass Merchants, department stores, specialized distributors, Americans and French, on Twitter, Facebook, Instagram, Google+ and YouTube, more than 325 social accounts and 160 billion social impressions …
“The distribution sector is a very competitive sector for which digital is a major challenge. While synergies between points of sale and the Internet must be strengthened, it is also necessary to be able to maintain contact with customers between two store visits. And that’s what social networks allow today, ”says Fabrice Brianson, founder of Just Amazing.
2015 in the United States: improved performance and major lessons
“Undeniably, the impact of social media is proven, validated and accepted by major decision-makers in the United States. Brands across the Atlantic have started to professionalize social media management and are absorbing online consumer practices to improve customer experience and engagement, ”explains Jérôme Beauguitte, Digital Business Solutions director at Sprinklr. .
And 2015 marks an important year in terms of the performance of the social accounts of American retailers. Despite a 12% drop in publications, engagements – i.e. Likes, comments, shares and mentions – doubled, particularly benefiting department stores (+ 152%) and specialist distributors ( + 100%).
The use of the photo becomes the rule in the United States and the analysis of Sprinklr highlights a major evolution confirming this practice: the growing importance of Instagram, become number 1 in volume of engagements in front of Facebook, with 53 % against 46%, in just 12 months! In comparison, in France in 2015, Instagram weighs as much as Twitter, or about 15% of engagements.
“Ten years ago, only 7% of the American population had an account on one or more social networks. It is almost ten times more today with 65%. 2015 was the year of Instagram! For the first time, more than one in two American young adults (18-29) is on Instagram. The network has also passed the 400 million user mark. It is interesting to correlate the phenomenal growth of Instagram with the interest that Internet users have for quality content. Advertising on Instagram is also well received by the community, ”adds Jérôme Beauguitte, Director of Digital Business Solutions at Sprinklr.
Thus, Instagram concentrates more and more user engagements while Facebook remains No. 1 in terms of impressions and followers, and Twitter retains its status as a place for sharing messages.
And lessons to be learned …
Lesson 1: the number of followers is no longer a goal in itself
The number of followers does not predict the number of engagements. While Macy’s has more than 30 million followers, twice as many as the Nordstrom brand, the number of engagements is much lower than that of its competitor. The race to reach audiences is no longer an end in itself and the brands in the United States that generate the most engagements are the ones that work the best on their outgoing messages. The objective is to promote interaction with its community by adopting impactful graphic codes and a tone of proximity.
Lesson 2: publications should be regular and include visuals
In the United States, 90% of posts that generate engagement feature a photo. This shows the importance of the visual! As for regularity, you need at least ten publications per week, adopting the social mix (Twitter, Instagram, Facebook, etc.) that is most in tune with your brand.
Lesson n ° 3: community management actions must be aligned with the behavior of its community
Knowing the hourly habits of customers is the start of success. In the United States, the peaks of engagement are mainly around lunch, weekdays and weekends. While in France, there are two peaks of engagement, at the end of the morning and at the end of the afternoon.
But here too, the rites differ depending on the social networks: for example in France, the peaks observed are less pronounced on Instagram than on Facebook.
Lesson 4: Customers “like»On Facebook and Instagram but for contact, it’s on Twitter
Whether in the United States or France, more than 70% of mentions are made on Twitter. A strong finding today: the website is no longer the main point of contact. Social networks are fast becoming the central place for customer requests and Twitter is establishing itself as the preferred channel for customer relations.
Lesson 5: Your customers expect a quick response
While major French brands claim in the press that they are able to respond in less than 30 minutes to all consumer requests on social networks, it is clear that the retail sector in France is lagging behind. We are even very far from it with an average response time of 13:53 in France against 4:29 in the United States. To optimize urgently!
With 1h21, Amazon holds the record for response time.
Analysis carried out on the basis of public data collected by Sprinklr, from January 1 to December 31, 2015: 54 brands studied, American and French, on Facebook, Twitter, Instagram, Google+ and YouTube, i.e. 333 social accounts and around 160 billion impressions .
Well versed in the use of new technologies and expert in strategies related to the digital transformation of international groups, Jerome Beauguitte began his career at Fiat Auto Spain and continued at Google in the United States. He joined Sprinklr in July 2014 as Regional Sales Manager and Senior Consultant. Become Director of Digital Business Solutions Group in January 2016 at Sprinklr, Jérôme is a specialist in the automotive and entertainment industries.
Sprinklr is a comprehensive enterprise customer experience management technology in the market, specifically designed to enable large enterprises to drive business results and manage customer experiences across all touch points. Recognized as “The most powerful technology on the market”, Sprinklr’s fully integrated social experience management solution drives more than four billion social connections in 77 countries. Sprinklr is based in New York City and employs over 1,000 people worldwide.