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In today’s rapidly evolving retail environment, the key to staying ahead of the competition lies in embracing change. Retailers who continually adapt to the shifting digital landscape are not just surviving – they are thriving. As consumer expectations evolve, forward-thinking businesses and brands are leveraging innovative strategies, creative marketing campaigns and cutting-edge technology to deliver unparalleled service, experience and convenience to customers.
Drew Ridley, founder of We Are Sprout, shares three key digital marketing tactics retail brands should embrace to thrive in our digital world.
Tailor content for fragmented audiences and diverse platforms
While Facebook, Instagram and TikTok remain dominant social media channels, emerging platforms such as Instagram Threads and Bluesky are gaining traction. In the evolving online landscape, brands must understand who their target audiences are, on which platforms they are most active, and tailor their messaging accordingly.
Short-form video content is crucial for capturing attention in a fast-paced digital world, while interactive features like polls and quizzes can deepen engagement, and AI-driven personalisation can allow for more precise content delivery.
However, amidst all these tools and tactics, brands must prioritise authenticity, as building genuine, trustworthy relationships with consumers remains essential in today’s competitive market.
In its ‘Dinner Done’ and ‘Farm to Fork’ campaigns, Inghams successfully used tailored content strategies to engage its customers, with content created specifically for each key platform and audience. On YouTube – poultry recipe video tutorials and mini documentaries showing how poultry is raised on the farm, then processed at processing plants to become products, packaged and sent to supermarkets and cooked and served at restaurants. On Instagram, Facebook and TikTok, the focus was short reels pointing to YouTube videos, fun and engaging stills and shorts, tailored to each audience. On LinkedIn – behind the scenes and industry insights were key, and content to inspire and engage Ingham’s teams was created for internal communications.
Promotions that Deliver Value
In a competitive retail environment, promotions that deliver real value are essential for capturing and maintaining consumer attention. Retailers must understand what resonates with their customers and offer promotions that truly benefit them.
Whether through cost-saving discounts, loyalty programs, exciting prize-based incentives, collectables or gamification, value-driven strategies can foster deeper customer loyalty and boost engagement. By focusing on providing tangible value, retailers can differentiate themselves from the competition and strengthen their connection with consumers, driving long-term success.
In the food retailing arena, Ingham’s developed recipe e-books – with recipes created and cooked by celebrity chef Manu Feildel – to drive engagement and database registration, and created social media competitions to drive product purchase and encourage user generated content of people cooking with Ingham’s products
And Oporto’s free burger launch days have proved hugely popular – launching new stores with big, excited queues, generating lots of UGC as well as local media attention.
Leverage Micro and Nano Influencers, EGC and UGC
In today’s digital world, retailers can harness the power of micro and nano influencers to forge stronger, more authentic connections with consumers. These influencers have smaller yet highly engaged followings (often a few thousand followers), are uniquely positioned to drive genuine conversations and promote brand loyalty, and can be activated through free product or lower budgets.
Employee-generated content (EGC) is a great way to create content that resonates with your audience and communities, and can be activated through putting in place simple guidelines and internal incentives and rewards to encourage employees to participate. One food retailer that has done this well is Oporto, by engaging its young workforce to create TikTok content, underpinned by ‘Oporto Team Talk’, which features fun challenges like ‘How fast can you wrap a wrappa?’ and videos submitted by Oporto team members.
User-generated content (UGC) can be fostered through social media community engagement – sharing and positively responding to UGC, and promotions with low barriers to entry and a high number of prizes with entry mechanism UGC are highly effective. Fun retailer or brand initiatives and interesting social media content also drive UGC.
Drew’s Final Thoughts
The evolving digital landscape is providing new opportunities for convenience store retailers to elevate their digital marketing strategies. By embracing innovative tools and tactics – such as tailored content, value-driven promotions, and authentic influencer partnerships – brands can foster deeper connections with their customers, enhance loyalty, and differentiate themselves in an increasingly competitive market. In a world where digital engagement is key, retailers that adapt and evolve will not only survive but thrive in this fast-paced, ever-changing marketplace.
To learn more tips and tricks for food and drinks marketing, follow We Are Spout on Insta @we_are_sprout , connect with Drew and the team on LinkedIn, or visit www.wearesprout.com.au
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