5 Ways Snapchat Can Help Retailers Kill ‘Showrooming’

5 Ways Snapchat Can Help Retailers Kill ‘Showrooming’

This story was originally published by

Five ways brands can use Snapchat to take back control of the retail experience.

SHARE
THIS



Showrooming – a term known to every retailer as the death sentence to his or her business. A consumer walks into a store, falls in love with a product, whips out her phone, finds a lower price online, and leaves the store, interested but empty-handed.

Amazon and other apps have made showrooming substantially easier for the consumer, and with this comes an increasing number of businesses closing their stores for good, or forced to move online to compete with online-only stores.

How can a retailer that requires foot traffic and in-store browsing compete with its lower-priced online counterparts?

Enter Snapchat

The social network famously known for its disappearing pictures and youthful user base has seen exponential growth across all demographics. Its privacy-conscious user base loves the ephemeral aspect of Snapchat and up until recently, Snapchat had no formal advertising unit. However, those nascent advertising units and additional rumored ad offerings are often limited to big brands and heavy spenders.

The use of Snapchat for business doesn’t have to be reserved for those brands willing to shell out sums of cash for the exclusive ad units. Smart retailers can take advantage of the platform’s uses, benefits and unique features to drive store visits, increase brick-and-mortar sales and boost customer engagement.

Here are some methods that retailers of all sizes can employ to kill showrooming in their stores, take back control of the retail experience and increase sales as a result.

#1 In-store only coupons with a surprise offer

Retailers can use Snapchat to send consumers a coupon snap. This snap could be for 10%, 25% or 100% off an item — the amount unknown to the user — and the perishable nature of Snapchat requires the user to open the snap at the register (or burn their lone replay) in order to redeem the offer. This requires the consumer to pick out an item, take it to the register and then open the snap. Remember, consumers are at the point of purchase looking to cash in on their offer, so even if the coupon is for the lower amount, are they really going to walk out of line to put the item back, after they have fallen in love with it? Regardless, you have just obtained that store visit, which could equate to sales.

#2 Scavenger hunt, Snapchat-style

Every marketer loves gamification. Want to launch a limited-edition item that is highly sought-after by your consumer base? Why not establish a “scavenger hunt” around your store through Snapchat. Send a snap of landmarks around the area the exclusive product is located in and allow your consumers to try and find the secret item. Your consumers will need to remember the location of the snaps and stay glued to their app for the next updates.

For the remaining tips, click here.

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]