Leasing

Can Social Shopping Support Your Mall-Retail Space?

Posted July 15, 2020

Social media is changing the way we shop. And this couldn’t come at a better time for retail brands. Virtual platforms like Instagram and Facebook have made it even easier for business owners to showcase their latest merchandise and reach more customers at home or on the go, using simple in-app purchasing.

Woman using smartphone for social shopping.

But are shoppable social media trends stopping customers from visiting your mall-retail store? Quite the opposite. In addition to advertising your in-store products and merchandise, social shopping helps you boost customer engagement and bring more exposure to your retail space.

Benefits of Social Media Purchasing for Retail Brands

As we’ve discussed in previous topics, having a mall-retail space gives customers the opportunity to better engage with your brand. Shoppers can visit your store location to ask questions, test your products in person, and purchase what they want instantly, without paying (or waiting) for delivery.

Remember, this is why popular digital native brands like Amazon are setting up shop in brick-and-mortar locations. People desire a unique, personalized experience that they can’t achieve online. However, for in-store businesses to achieve better brand awareness and loyalty, they must find a way to successfully integrate social media into their marketing efforts.

Let’s explore 3 ways social shopping can enhance your mall-retail space.

3 Benefits of Social Media Shopping:

  • Expands Your Outreach: If you utilize an online platform like Facebook that allows customers to “follow” your brand, you increase brand awareness and introduce a way for customers to stay connected to company news, upcoming promotions and sales, and comments or posts that other shoppers leave on your feed. For instance, a shopper can “check in” or “add a location” when they’re visiting your store location to let friends know what they’re up to. In turn, this same post will link to your Facebook business page. So now, friends, colleagues, and family who follow these shoppers can instantly learn more about your brand, simply by clicking into the person’s post.
  • Improves In-Pulse Shopping: An effective way to get customers inside your store is to advertise new products and merchandise on your social channels. Customers can receive notifications from their phones and quickly check your inventory wherever they are. By including phrases like “Available for in-store pickup” or “Save 20% when you purchase in-store”, you will not only play off a shopper’s desire to have your product instantly, but you will also introduce a cost-savings incentive they can’t ignore.

Furthermore, once your customers venture to your location, whether it’s to purchase the products they saw online or to test them in person, they should be met with other unique products and merchandise, discount offers, etc. that will play into their in-pulse purchasing behavior:

“Seventy-five percent of the time both men and women will purchase more than the catalyst that brought them to the store. But most only go in-store when they have a need for something. This means that retailers must not only look for new ways to create engaging in-store experiences that resonate, but also lean further on in-store-only promotions and sales,” (Forbes).

In this way, social shopping is more of a catalyst that brings shoppers to you. Once they arrive, your in-store marketing needs to provide them with more incentive to stay, shop, and engage with your brand.

  • Streamlines Checkout: Giving customers the freedom to checkout online rather than waiting “in line” can be the reason they purchase from your brand over the competition. In-app purchasing still allows customers to visit your retail space to try out products in person. But if they like your product, rather than waiting in line, they can simply pull out their phones, visit your Instagram checkout, and make a purchase. This also frees up the rest of their time to continue shopping. 

Integrating Social Media Purchasing into Your Retail Space

Though we’ve seen many changes and trends in 2020, renting a space in the heart of a thriving retail landscape like Rosedale Center offers new and existing businesses the perfect setting to grow their brands and entertain new customers. If you’d like to learn more about calling Rosedale your business’ new home, simply fill out our online form.

For questions about current space available, contact Holly Rome, the executive vice president of leasing, at 651.260.3545, or download this leasing brochure for more details!

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