Social media is impacting how everyone does business today. In general, there are four ways to use social media: to build brands, to drive sales, to improve customer service, and to recruit talent.
“Digital” consumers and the use of mobile devices are driving fundamental changes to commerce that will only accelerate. This is clearly not a trend. Traditional retailers are already accommodating these changes with aggressive programs. Vending can win if it evolves with consumers. There is a real opportunity to reinvent the industry.
Operators should strive to understand the impact of new digital consumers and the explosive expansion of mobile devices. When you do decide to leverage social media , make sure you develop a holistic strategy. Consider all “tools” available for accommodating this new consumer behavior and favor practical and immediately implementable (e.g., payment acceptance) tools.
Never underestimate the power of loyalty. Maximize the promotions and loyalty programs that consumer package good companies put in place.
Like other impactful marketing programs, planning and execution of social programs should be based on specific and appropriate objectives. Remain engaged and informed as consumers evolve and strategies, tactics and tools to address their needs become available – be prepared to iterate and refine your approach.
To see the presentation Coca-Cola and Google presented at the NAMA OneShow in April, click here.