Social networking in the retail environment has been around for ages. Indeed, small business owner groups are nothing more than social networks that members join so they can meet to share ideas, discuss concerns, exchange product information, and more. But the convergence of the Internet and digital technology has brought retail networking to a stratospheric level, opening up exciting new opportunities that allow retailers to reach out to customers and to market and grow their businesses. Retailers are now using new media tools like Facebook, Twitter and YouTube to promote sales, introduce products and conduct consumer research to find out what their customers are thinking.

Retail analysts say the new media is primed for the pet retail industry. “Pets are a great subject for the social media because owners are passionate about them,” explains Lyn Mettler, founder and co-owner of the Charleston, S.C.-based Step Ahead Inc., a social media, online marketing and public relations company. “There is a lot of talk about pets going on in online social networks, and that can make for great interaction between pet retailers and their customers.”

Pet retailers and retail consultants familiar with state-of-the-art digital social networking warn that failure to use these resources will mean, in the words of Sally Trufant, owner of B & B Pet Stop in Mobile, Ala., that they will be “left in the dust.”

“Many pet retailers I know say they are too busy or don’t see the value of social networking,” Trufant explains. “But if they want to reach the younger generation, they have to find the time. Text messaging is the way many young people communicate today. It’s something any pet retailer can easily learn.”

Jim Dion, president of Dionco Inc., a Chicago, Ill.-based retail consulting firm, says it’s imperative that pet retailers begin using the new media. “Social networking is here to stay,” Dion says. “The key question, and challenge, for retailers in 2010 is to determine how can they bring the social networking experience into their brick-and-mortar store.”

 The good news is that pet retailers have plenty of opportunities to do this. Social networking can be used to promote and support in-house events such as sales, promotions, educational seminars and meetings. But to maximize their business’ chances of success in the new cyber environment, pet retailers must first understand how to use the new media. Specifically, while new social networking tools such as Twitter, Facebook and YouTube may be good ways to get the word out about a pet store, the tone used in doing this should not be overly promotional. Most of the content the business provides in social networking should be helpful, informative and entertaining, with little room for working in special offers or sales.

“Consumers using the new social networking don’t want to be bombarded with sales pitches,” Mettler says. “Do that and you’ll lose your audience.” Mettler believes that by focusing on providing good information, pet retailers will gain the audience’s attention while earning credibility. Set a helpful and conversational tone that encourages questions and comments, and social networking can provide good benefits for your store.


Promoting Events
New media resources can also be a great platform to discuss what’s going on in the store, such as special sales or educational or charity events. Text messaging, in particular, is a quick and effective way to let customers know about in-store events. “I’ll send out a message inviting people to come meet the rep, but I’m also figuring out how to offer a discount if they show the message to the cashier,” Trufant explains.

Retailers can even set up a text messaging program that enables customers to sign up to receive messages focused on a particular pet department in the store. If, for example, a customer has a bird and a dog, they can sign up to receive messages only related to those two animals. This can be a great way to reach out to customers quickly. Moreover, text messaging can come in handy for safety alerts, such as pet food recalls.

Using social networking to announce special buys and/or events or sale items can create a sense of anticipation and urgency, leading to great results. “Twitter is an ideal medium for communicating sales, promotions and similar messages, since they are immediate and can be followed by consumers on their cell phone wherever they are,” explains Kenneth A. Gruskin, co-founder of the New Jersey-based Gruskin Group, a leading retail design firm. 

Facebook is another great medium for promoting events, even as they occur. “When we have a pet adoption in the store, I will photograph the pets and quickly upload the photos to our Facebook page,” Trufant says. “Within minutes, there will be comments.”

YouTube has also shown great potential for retailers. If, for instance, the store hosts a dog nail-clipping demonstration, a trailer or a short video of the demonstration can be posted on YouTube. “It’s a great way to provide valuable information without engaging in the hard sell,” Dion explains.

Social networking can even be used to organize staff meetings and inform customers of operational changes, like adjustments in store hours during severe weather.


Blogging Basics
Pet retailers can put a blog on the store’s website to enhance their reputation as a local pet expert. As a blogger, retailers can inform consumers about what kinds of foods are good and bad for their pets in quick, to-the-point messages. One example is: “Raisins are bad for dogs. Read about poor Pocket’s raisin experience.” (Followed by an Internet link.)

Gruskin suggests that blog entries expressing empathy will resonate with pet owners, while helping retailers promote their stores. He gives this example of such a blog entry: “Happy Monday! Want to feel encouraged? Read about these awesome dogs that work with the military.” (Followed by an Internet link.)

Social networking offers great opportunities to make in-store events more exciting and relevant to customers’ lives. The key is to establish a good dialogue while engaging in a lot of interaction. As Mettler explains, “The trick is to stay ahead of your customers, so when they want to purchase a product or use a new service and they think of you, you will only be one click away.” 

Contributing writer Ron Chepesiuk (dmonitor1@yahoo.com) is a Rock Hill, S.C.-based journalist. For more information, please visit www.ronchepesiuk.com.