HOW TO: drive shoppers into physical stores using social

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Do you work in retail? Does the word 'multichannel' feature in your title or your job spec? Then you probably spend every working hour figuring out how to harmonise your online and offline offerings: developing strategies, finding synergies and delivering sales across channels.

But I bet you've ignored social - especially when it comes to using social to deliver sales instore.

Don't worry. It's not too late to start, and we're going to give you some fuss-free ideas any retailer can implement which are guaranteed to make a real difference. Sounds good? Then, let's go...

We’ve all seen how social can dramatically expand reach, decrease acquisition costs and drive sales (just flick through this blog for 1001 examples). And social is, essentially, a digital medium - so it makes a certain amount of sense that it should be used to guide potential customers to digital destinations. But only using social to power e-commerce is like only using your car to drive to streets beginning with vowels: a massive underuse of available resources.

Of course, if you do want to use social to help your physical offering, you need to focus on footfall. Footfall is everything in the world of


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