Canadian Retailer - Spring 2016 - 21

THE soaring popularity of social media that is having such a

"The temptation is to say I want to be everyprofound impact on how we communicate today is poised to where all the time. And I agree that's the final
revolutionize how we shop tomorrow-with game-changing goal, but not every organization is social
consequences for retailers.
media ready, and can deal and keep up with
"I think social media is the new TV," declares Frederick all of the requirements that come with openLecoq, senior vice president, marketing & e-commerce at ing so many channels, especially with respect
FGL Sports, whose multiple corporate and franchise ban- to content production."
ners include Sport Chek and Sports Experts. "Social media
At FGL Sports there is a range of social
is the prime time of the web. You want to be there because of media platforms in use.
that-because the audience is there."
"We're basically everywhere from a Sport
And where there's an audience, retailers are sure to follow.
Chek perspective," he says. "Sports Experts
"For any retailer or brand, what we always say is you may in Quebec is a bit different, though, because it
not be listening to your customers, but they're out there talk- just became involved the social media world.
ing. So if you're not there to listen that's a huge loss," says So they're focussing more on Facebook, TwitSuthamie Poologasingham, senior advisor, e-commerce & ter and YouTube. But the Sport Chek banner
omnichannel at J.C. Williams Group.
is almost everywhere."
"You can't be in the retail industry these
days without being on the platforms that your "If your social media messages and content
customers are on," she insists, adding: "You resonates, customers will be more likely to
have to-it's the new norm."
purchase because they feel closer to the brand.
That's a sentiment that Mary Beth LaughAnd social media is also about convenience.
ton no doubt shares.
"We want to be where our customers are Retailers should use social media to quickly
spending time so we can be part of the beauty
conversations that they are having there," says communicate deals, tips and other content
Laughton, senior vice president, e-commerce that their customers and followers want."
and digital marketing with Sephora.
- MILLIE HO, Retail Category Consultants
"Our clients are extremely savvy when it
comes to social media. They look to us for inspirational imEverywhere includes Facebook, Twitter, Youages, to learn what the trends are, and to learn how to get Tube, Instagram, Vine, Snapchat and Pinterest.
looks. But we also listen to what our clients are talking about
Sephora is active on a similarly diverse rosin social as well as on our online forum, BeautyTalk."
ter of social media platforms, especially in the
U.S. "We launched our Canadian Instagram
Social media's goal
and Facebook in 2015, to align with our SephThe goal should be to enhance customer engagement to ora.ca launch," says Laughton.
drive both online and brick-and-mortar sales, says Millie
"In addition to our Canadian-specific InHo, a principal with Retail Category Consultants.
stagram and Facebook accounts managed by
"If your social media messages and content resonates, cus- our Canadian marketing team, the U.S. social
tomers will be more likely to purchase because they feel closer team manages our active presence on Youto the brand. And social media is also about convenience. Re- Tube, Facebook, Twitter, Snapchat, Pinterest,
tailers should use social media to quickly communicate deals, Google+, Periscope, and Wanelo. We also have
tips and other content that their customers and followers want. our on-site community platforms BeautyTalk
Some retailers use social media to make it more convenient to and the Beauty Board."
shop the products they want. Everything comes back to havShe adds: "We think the different social plating the right insights so that you can craft the right messages. forms serve different purposes. On Twitter, we
If it's just about sales, customers will leave."
talk about trending topics that are relevant
Adds Poologasingham: "It is much more expensive to ac- to beauty, and on more visual platforms like
quire a new customer, so if you have existing customers you Instagram we share beautiful product shots.
want to keep them engaged and maintain their loyalty."
It's definitely a challenge to 'be everywhere,'
Should retailers be active in a range of social media plat- which is why it makes sense to focus on a limforms, or is it better to adopt a limited number to maintain ited number of channels for a new market (for
some control? There is no one-size-fits-all answer, says Lecoq.
us) like Canada. Our clients are still able to re"It really depends on your social media maturity and your ceive relevant content from our U.S. accounts
organization's readiness to embrace social media," he says. on other channels."

SPRING 2016 | CANADIAN RETAILER

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Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016