Retail Case Study #1: How David’s Tea uses Twitter to generate more sales

November 25, 2013
retailers helpful on twitter

Seizing the opportunity is not rocket science but many brick-and-mortar retailers, big and small, are missing the boat when it comes to social media.

By answering customers’ shopping questions before they head to the store, you could generate more sales and turn these people into repeat buyers.

Brick-and-mortar retailers seek ways to drive customers into their stores. Here is a way to drive to your store busy people who don’t necessarily enjoy shopping. When they know that going to your store will not be a waste of time, busy people won’t mind stopping by your shop. By answering customers’ shopping questions online before they head to the store, you could generate more sales and turn these people into repeat buyers.

To give you an example of the power of Twitter to generate sales, I’m sharing here one of two conversations I had with David’s Tea on Twitter this fall.

The other conversation happened a month prior to this one. Because David’s Tea helped me on Twitter, I head to their brick-and-mortar stores on three occasions and I spent over $250 in teas and accessories. Not a bad result for a few tweets!

convo with david tea's on twittersource

Why Twitter instead of Facebook?

In reality, retailers must be active on both. If you have to choose to prioritize one social network to answer customer service questions and seize sale opportunities, I would go with Twitter.

The reason I prefer Twitter over Facebook for that purpose has to do with the fact that, like many Twitters users, I always keep Twitter open. It is not the case for Facebook. It is simpler and faster to send a tweet than to write a status, especially if you are on your mobile. This is why Twitter should be the first line of sales and marketing for a retailer. Then, use Facebook to enhance the experience. Facebook is a more visual media anyway.

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