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Conference Coverage: Retailers Must Use Social Media to Create PL Brand Connections

September 26, 2011
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“Empowered customers are out there [on their computers] talking about things and are doing so in overwhelming numbers,” says Christopher Durham, founder of the private label blog Mypbrand.com and a member of PLBuyer’s editorial advisory board, during FMI’s Private Brands Summit Monday in Chicago. 



“Empowered customers are out there [on their computers] talking about things and are doing so in overwhelming numbers,” says Christopher Durham, founder of the private label blog Mypbrand.com and a member of PLBuyer’s editorial advisory board, during FMI’s Private Brands Summit Monday in Chicago. 
 
“Private brands have the potential to build loyalty and differentiation and bloggers online know it,” he says. “Positioning, personality and tone are brutally important when promoting your brands through social media. Your brand has got to work hard for you, so when you finally do get it to Facebook it makes sense. Right now retailers are not fully engaging consumers on a social level.”
 
With the number of consumers joining social networks like Facebook, Twitter, LinkedIn and Foursquare growing each day, retailers must learn to be a part of the conversation or get left behind, he argues. “Consumers are trying to talk to you and there isn’t a good way to do that right now. If you are the solution to their problems they will continue to come back to you. If you can be part of the conversation happening on social networks than you can be part of the solution.”
 
Retailers must learn to engage, listen, invest and use social media as a means of genuine communication with consumers. According to a Food Marketing Institute study, 62 percent of shoppers buy items recommended to them on social networks. “I think we must realize that days of the weekly circular aren’t dead, but they have certainly turned into a zombie. They will keep going very slowly until it eventually sputters off and dies. The retailer that figures out how to combine retail loyalty and social media will win,” he explains.

 

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