Retailer’s digital efforts are beginning to translate to in-person customers. At least, according to , Urban Outfitters, and , who all said their social media strategies have begun to lure shoppers back into their physical stores. According to Cyntia Leo, Urban Outfitters’ head of brand marketing, social media, especially TikTok and Instagram, has boosted in-store visits and helped Urban connect with consumers in a way that’s authentic.
TikTok allows Urban to comment under a customer’s post in real-time and serves as an informal way for it to leverage how it markets its items without the need for models, Leo explained. Rather than featuring a fixed ad, for example, Urban can instead just re-post one of their customers on its page. “We really want to make sure that we’re not only part of your feed, but that we’re part of your conversations,” Leo said during the in New York City on Thursday.
That effort has seriously magnified Urban’s digital footprint. The retailer, which works with software company Dash Hudson on its social media, has seen a 424% increase in TikTok video views, a 275% increase in Instagram video views, and a 5,690% increase in new Instagram followers. According to Leo, it is critical for retailers to drive their online experience into real life purchasing should they want customer loyalty and consistency.
When the Covid-19 pandemic forced many stores to close their doors, social media quickly became the next best option. Despite an overall s.
