{"id":1568,"date":"2020-03-19T15:00:00","date_gmt":"2020-03-19T15:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/digital-retail-strategies\/"},"modified":"2026-05-26T15:46:11","modified_gmt":"2026-05-26T15:46:11","slug":"digital-retail-strategies","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/digital-retail-strategies\/","title":{"rendered":"Digital Retail Strategies: Four Tactics to Maintain Audience Engagement"},"content":{"rendered":"<p><!----><\/p>\n<section class=\"c-copy-block py-5 2xl:py-10\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p>In the wake of these challenging times, pivoting to a digital and\/or virtual strategy to reach your audiences is more critical than it\u2019s ever been. Many companies are now focusing primarily on digital technologies such as webcasting\/live-streaming, virtual events, and even social media, as important channels to maintain meaningful audience engagement, especially when they can\u2019t meet face-to-face. Retail is no different, and for so many retailers across different industries, digital marketing channels are no longer just an emerging trend. Implementing digital retail strategies is a necessity to maintain brand awareness and to meet consumer needs.<\/p>\n<p><\/p>\n<p>With that said, when in-person engagement is not feasible, it\u2019s important for retailers to develop a plan for digital engagement. In this blog post, we lay out four potential digital retail strategies brands can implement to ensure they maintain a meaningful connection with their audiences. Let\u2019s get started.<\/p>\n<p><\/p>\n<h4>Above all else, maintain communication with your audience<\/h4>\n<p>As current challenges make it more and more difficult to connect with audiences in person, it\u2019s important for retailers to communicate regularly, whether through email, social media, or by mobile (WhatsApp, Facetime), about all of the ways they\u2019re still available to provide support and services. These digital retail strategies not only help brands maintain the relationships they\u2019ve established with their consumers, but it also goes a long way to foster brand trust and loyalty.<\/p>\n<p><\/p>\n<p>\u201c[Communication channels include] call centers, for both customers and suppliers, and social media, where resources will be needed to monitor and respond to misinformation \u2014 as well as performing the vital role of showing empathy,\u201d says <a href=\"https:\/\/www.bain.com\/insights\/defending-retail-against-the-coronavirus\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bain<\/a> of the ways retailers can ensure clear lines of communication with consumers in these more difficult times.<\/p>\n<p><\/p>\n<p>As <a href=\"https:\/\/go.forrester.com\/blogs\/responding-to-coronavirus-playbook-for-marketing-communications\/\" target=\"_blank\" rel=\"noreferrer noopener\">Forrester<\/a> points out, the most important things to keep in mind when communicating with your audience is to let each of the factors below guide the conversation:<\/p>\n<ul>\n<li>What\u2019s the most vital information for the specific audience you\u2019re trying to reach?<\/li>\n<li>What\u2019s the best channel to deliver your message?<\/li>\n<li>What\u2019s the objective behind the message?<\/li>\n<\/ul>\n<p>Once you have answers to those questions, the pathway to communication becomes clearer.<\/p>\n<p><\/p>\n<p>For a great example of a solid email communication, <a href=\"https:\/\/www.digitalcommerce360.com\/article\/coronavirus-impact-online-retail\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Commerce 360 shares this update from Ann Taylor:<\/a> \u201cWe are also ready to serve you at every moment online,\u201d says Ann Taylor. \u201cOur teams in our distribution centers across the country continue their daily cleaning to maintain a safe environment. Our contact centers are available to help answer any questions you might have about your experience. And our websites, Facebook and Instagram accounts are always available for inspiration \u2014 sometimes we all need a short break from the news.\u201d<\/p>\n<p><\/p>\n<p>The bottom line is transparent, authentic messaging. It\u2019s important for retailers to let their audiences know that they\u2019re still listening, they\u2019re still providing services, and there are other ways to communicate when face-to-face opportunities are limited.<\/p>\n<p><\/p>\n<h4>Harness the Power of Digital and Social Media<\/h4>\n<p>Now that we\u2019ve established communication is key, let\u2019s talk about the digital retail strategies that help boost it \u2014 as well as showcase a retail brand\u2019s products and services. The primary avenue that makes an impact is social media. Not only are most a brand\u2019s social media channels optimal for reaching their audiences (especially, Instagram which continues to be a significant platform for <a href=\"https:\/\/www.glossy.co\/fashion\/3-dtc-brands-on-integrating-instagram-shopping-without-turning-off-followers\" target=\"_blank\" rel=\"noreferrer noopener\">online shopping<\/a>), it\u2019s where the majority of millennials and Generation Z spend their time online.<\/p>\n<p><\/p>\n<p>For retail brands who can\u2019t connect with their customers face-to-face, social media offers up a large variety of digital retail strategies. These can include Twitter and Instagram chats to engage in a dialogue with audiences, and even FaceTime conversations \u2014 something makeup brand Glossier plans to test. In a letter to their customers, the brand outlines how it plans to use its social channels to stay in touch, inviting users to direct message them and leave comments to share their thoughts or ask questions.<\/p>\n<p><\/p>\n<p>\u201cSeveral years ago, we piloted a FaceTime program where anyone could schedule a 10-minute, \u201cgenius bar\u201d-like session to talk Glossier and products,\u201d says Glossier on its plans to further engage digitally with audiences. \u201cWhether it\u2019s this or something like it, we\u2019re going to try to use this moment to spin up new, creative ways to foster community and connection and make magic happen. Stay tuned!\u201d<\/p>\n<p><\/p>\n<p>Other creative ways retailers can take to social media to maintain engagement include asking their audiences directly on their channels what they want to see and the types of content that resonate most. Indie skincare brand Glow Recipe does just that in its <a href=\"https:\/\/www.instagram.com\/p\/B92LWiug9Kw\/\" target=\"_blank\" rel=\"noreferrer noopener\">latest Instagram update,<\/a> asking its audience to \u201cDM us, email us, leave a comment about anything and everything&#8230; Having conversations with you all makes us so happy, and we want to do everything we can to make sure we&#8217;re giving you content that helps brighten your day.\u201d<\/p>\n<p><\/p>\n<p>The major takeaway here is that social media is a powerful tool in the realm of digital retail strategies. Specifically, to stay in touch with your audiences when an in-person connection is made temporarily unfeasible. For even more examples of how retailers can use social media to engage with consumers, check <a href=\"https:\/\/sproutsocial.com\/insights\/social-media-for-retail\/\" target=\"_blank\" rel=\"noreferrer noopener\">this out.<\/a><\/p>\n<p><\/p>\n<h4>Utilize a Virtual Showroom<\/h4>\n<p>When welcoming visitors into a physical retail store becomes difficult or temporarily not an option, one particular solution is making an impact \u2014 the virtual showroom.<\/p>\n<p><\/p>\n<p>\u201cVirtual showrooms and technology-supported wholesale are not new concepts,\u201d notes Footwear News. \u201cBut the immediate pressure for brands to adjust their practice has led to a surge in adoption of digital technologies.\u201d<\/p>\n<p><\/p>\n<p>In using a virtual\/online showroom, retail brands are still able to highlight their products and offerings to consumers in an interactive, engaging way. Consumers are able to sort through products and it offers up a pretty seamless shopping experience. <\/p>\n<p><\/p>\n<p>As Vogue points out, several fashion retail brands are utilizing virtual showrooms now more than ever as part of their digital retail strategies.<\/p>\n<p><\/p>\n<p>\u201cVirtual showrooms, where buyers can view and order designs remotely, are on the rise,\u201d notes <a href=\"https:\/\/www.voguebusiness.com\/technology\/forced-cancellations-remote-working-jumpstart-virtual-vr-ar-fashion-technology\" target=\"_blank\" rel=\"noreferrer noopener\">Vogue.<\/a> \u201cThis season, Joor, a wholesale platform that enables virtual showrooms and is used by brands including Loewe and Proenza Schouler, saw the average value of each order placed increase by 400 per cent, compared to 2019 figures.\u201d<\/p>\n<p><\/p>\n<p>Additionally, the fashion publication notes that 3D technology, 360 video, and live-streaming are all important forms of technology that retail brands can adapt and utilize to showcase their offerings and continue to engage with audiences.<\/p>\n<p><\/p>\n<p>\u201cIn direct response to travel restrictions, designer Steven Tai <a href=\"http:\/\/steventailentagency.com\/steventai2020\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">released his lookbook<\/a> online using technology that allows viewers to digitally spin images of models a full 360 degrees, and showcases additional detail by highlighting fabrics and construction,\u201d notes Vogue. <\/p>\n<p><\/p>\n<p>The message is clear, digital technology, including video and virtual reality, are becoming more and more resonant for retailers who need to get their products out to their customers when in-person options are more difficult. <\/p>\n<p><\/p>\n<h4>Organize a Virtual Meet-Up<br \/><\/h4>\n<p>For many retailers, in-store meet-ups and gatherings are important marketing strategies, but in a time when face-to-face meetings are a challenge, adopting a digital solution is key. <\/p>\n<p><\/p>\n<p>As Forbes points out, several retailers including DTC aperitif brand Haus, are utilizing virtual meet-ups in their digital retail strategies. Virtual meet-ups serve as a meaningful way to maintain engagement with their customers, especially since in-store meets are an integral part of their marketing strategy. <\/p>\n<p><\/p>\n<p>\u201c[Haus] decided to pivot and move these gatherings to a new, virtual format: Their brand\u2019s co-founders are now hosting a weekly online aperitivo hour,\u201d notes the publication. \u201cTheir first event had a strong turnout: About 60 guests joined from around the world.\u201d<\/p>\n<p><\/p>\n<p>There are several available platforms retail brands should look to if they choose to go the virtual meet-up route, particularly when regular gatherings are an integral part of their customer engagement strategy.<\/p>\n<p><\/p>\n<p>Digital retail strategies are a way for consumers to gain access to brands \u2014 and for brands to tell a complex story that extends well beyond the physical confines of your \u201cstore.\u201d They\u2019re also an integral part of our retail capabilities.<\/p>\n<p><\/p>\n<p>When Sparks designs digital experiences for retail, the shopper is transported into a dynamic, compelling, engaging world \u2014 a 3D snapshot of who they can become with your brand by their side. If you\u2019re facing challenges due to the temporary closure of physical retail stores, and\/or the cancellation or postponement of a retail trade show or an event, contact us today to discuss how Sparks can help you connect with your clients and reach your goals in these challenging times.<\/p>\n<\/div>\n<\/section>\n<p> <!----><!----><!----><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the wake of these challenging times, pivoting to a digital and\/or virtual strategy to reach your audiences is more critical than it\u2019s ever been. Many companies are now focusing primarily on digital technologies such as webcasting\/live-streaming, virtual events, and even social media, as important channels to maintain meaningful audience engagement, especially when they can\u2019t [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1568","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital Retail Strategies: Four Tactics to Maintain Audience Engagement - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/digital-retail-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Retail Strategies: Four Tactics to Maintain Audience Engagement - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"In the wake of these challenging times, pivoting to a digital and\/or virtual strategy to reach your audiences is more critical than it\u2019s ever been. 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