Inside Outdoor Fall 2016

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So how can independent
retailers leverage and gauge
their social media market-
ing campaigns? According
to Jay York, senior social
media strategist for EMSI
Public Relations, whenever a
company is interacting on so-
cial media, one of the goals
should be to send traffic to
their websites. Similarly, we
believe independent, physical
retailers should focus their
social media efforts on get-
ting folks to visit their stores. That’s
particularly important during the holi-
day shopping season when close to
half of shoppers report to making their
final purchase decisions while in a
store, show figures from Prosper
Insight. And whereas 7 percent of
respondents to a Gallup survey
said they’ve based a buying deci-
sions on social media content, 56
percent said they base purchas-
ing decisions on in-store displays.
Certainly, this can be achieved
through posts and promotions of
ongoing sales and events, but
social capabilities, including live
video, also can be used to provide
real-time updates on in-store
inventory availability, something
holiday shoppers very much desire
from physical retailers (see “Ho Ho
Promo” feature, page 30).
Retailers also can look into Snap-
chat Geofilters, which automatically
display the retail location anytime a
customer snaps from inside a store.
This can be enhanced by providing
shoppers with reasons to interact with
Snapchat while shopping.
Assuming historical traffic patterns
exist, social media efforts designed to
drive shoppers to a store can actually
be measured and quantified.
21%
32%
34%
40%
41%
42%
49%
57%
ion”
Likelihood of Buying from a Brand
People Follow on Social Media
Source: Sprout Social
37.8%
NO CHANGE
3.8%
LESS LIKELY
57.5%
MORE LIKELY
“... social capabilities, including live
video, also can be used to provide
real-time updates on in-store inventory
availability, something holiday
shoppers very much desire ...”
•
A Tougher Tote
Coghlan’s Log Carrier is a large sturdy tote for carrying firewood or other gear to your
campsite. Made from durable cotton canvas, and reinforced with polyester webbing
straps, it’s great to use at the campsite, or home.
• 100% cotton canvas, with 100% polyester webbing straps
• Closed ends keep debris from falling out
• Strong polyester handles fasten together with a hook
and loop closure for easier carrying
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Fall 2016 | InsideOutdoor 29