Store Brands 2014: The connected consumer
Retailers turn shoppers into brand influencers who engage their social media friends with product reviews and usage ideas. These and other campaigns join SN’s annual list of the Top 10 promotions
January 27, 2014
Rather than viewing consumers as passive receivers of messages, retailers are encouraging them to play an active role in brand advocacy. One way they are doing so is via social media contests that reward consumers who post product reviews, photos and endorsements.
Such tactics can enhance a brand’s image by engaging consumers in an impactful way, retail consultant Harold Lloyd said.
“Consumers are more apt to believe a message if it comes from their peers,” Lloyd said. “It carries so much more weight than a paid advertisement.”
In a rising number of store brand promotions, retailers are asking consumers to chime in on where, how and why they use their products.
Take Food Lion. The retailer asked Twitter and Instagram users to post before-and-after photos showing how its private label Home 360 laundry detergent cleaned their stained clothes. The person with the winning photo received a basket filled with Home 360 Cleaning Products.
And Brookshire Grocery Co. asked shoppers to share stories and photos of how they use its store brands. In one contest, shoppers who liked the Brookshire’s Facebook page could post a photo of a Brookshire’s brand being used at a summer picnic or on vacation.
STORE BRANDS 2014
An SN Special Report