Store Brands

FEB 2017

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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www.storebrands.info / February 2016 / Store Brands 3 9 ways," she observes. "We're just trying to feed them in whatever way they are consuming it." At Dorothy Lane, that includes a monthly publication, an electronic newsletter and direct mail pieces as well as Facebook, Twitter, Pinterest, Instagram and Snapchat. Unlike other channels, however, social media fosters fun, informal interactions among a retailer's customers and potential customers. "We use social media because we want to have conversations with our guests in the places where they are," shares Amy Bailey, communications manager for De Pere, Wis.-based Festival Foods, a chain of 20 stores located mainly in the Green Bay area. With dozens of social media platforms and apps available in the United States and new ones constantly emerging, it can be challenging for retail chains to keep current. Rather than risk spreading themselves too thin across multiple media, leaving unfavorable impressions as a result, retailers should concentrate on a handful of key platforms, Bailey suggests. Although different social media channels have different strengths and user demographics, it's crucial for all content to be consistent and on-brand, she says. Where to be Used by 79 percent of Internet users and 68 percent of adults in the United States, Facebook not only is the grandfather of all social media platforms, but also continues to gain momentum, increasing its market penetration by 7 percent last year over 2015, according to Pew Research Center's "Social Media Update 2016." What's more, Facebook draws its enthusiasts from all demographic segments: urban and rural, affluent and lower-income, college- educated and non-degreed. While more women than men are on Facebook, the percentages are fairly close compared to most other platforms: 83 percent of women who are online use Facebook versus 75 percent of men, states the Pew report. Just as significant is the amount of time people dwell on a platform. "We know that people on average spend 40 minutes a day on Facebook," Bailey points out. "So, of course, we want to be in the places where people are spending their time." More than three-quarters (76 percent) of Facebook users report that they visit the site daily, while 55 percent visit several times a day, according to the Pew study. In contrast, 51 percent of Instagram users, 42 percent of Twitter users and 25 percent of Pinterest users report being daily visitors. Thus, it is not surprising that digitally savvy retailers continue to devote attention to Facebook, which Mark Zuckerberg launched 13 years ago. Festival Foods has roughly 120,000 Facebook fans, Bailey notes. Dorothy Lane Market has more than 21,000 admirers who have "liked" the company's Facebook postings, according to Kuhn. Bailey enjoys the richness and versatility of Facebook, which she likens to a theme park with a multitude of attractions. "If you're at a theme park and a magician is performing, you might walk right by without stopping," she elaborates. "But if a group has formed around the magician, you're more likely to stay. That's how Facebook works. You have to set something out and let an audience build around it." Facebook is less "in the moment" than Instagram and Twitter, Bailey adds, so Facebook would not be the place to start a real-time conversation during an event. But Facebook would be an ideal platform for touting a new private brand, for example. Festival Foods uses Facebook to promote the recommendations of the chain's registered dietitians. "Each month, we pull together some of their top picks for the month to help people find out about new items that we're particularly excited about," Bailey says. The ease of posting videos to Facebook has always been a big draw. This is a place where a store can introduce consumers to local farmers or to employees who work behind the scenes, for instance. "At Dorothy Lane Market, we've really recognized the power of video," Kuhn says. "For example, we have a wonderful salad bar that people in the Dayton area just love. And there are many things we do to make it so wonderful. Everything is cut fresh every morning, and a lot of the dressings are house-made. So we made a video of these preparations and shared it with our followers on Facebook." In the past year, Facebook has introduced the ability to broadcast live videos, which has helped Festival Foods generate even more buzz around its products and staff, Bailey notes. "This has given us an incredible opportunity to showcase our experts when it comes to recipe creation and cooking demonstrations," she says. Dorothy Lane Market dedicates a Facebook photo album to snapshots of customers enjoying spe- cial moments in its stores with their family and friends. "A lot of times people will tag us as they are sharing these mo- ments, so we can reach out to them if we think they might have a fun story to tell as well," Kuhn says,

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