Talking Heads onderzocht aan de hand van de webtool Engagor hoe de Belgische retailsector gebruik maakt van de opportuniteiten die sociale media te bieden hebben. We analyseerden hiervoor de socialemedia-activiteiten van telkens vijf retailers in vijf verschillende segmenten en we doken ook dieper in de strategische keuzes van deze merken met enkele diepte-interviews.

1. SOCIAL RETAILING
What did you expect?

2. HI, I’M SOFIE

4. WE RESEARCHED RETAIL
ON SOCIAL MEDIA

5. 25

6. 5

7. 5

8. 7

9. 200

10. POWER TO THE
PLATFORMS!

11. 5,5

12. 24/25

13. 37.700

14. APPLAUDING ENGAGEMENTS

15. 21

16. 4

17. WHAT’S THE STORY?

18. CONTENT DIVISION ACCORDING TO
CONSUMER INVOLVEMENT THEORY
Emotional
High
involvement
MODE
DROGMETICA
ENTERTAINMENT
ELEKTRONICA
Low
involvement
Rational
FOOD

19. Rely on facts and
testimonials...
Content is king
Content-rich media to
pull the reader in.
Find ways to break
old habits, such as coupons
and offers
Highlight the gratification,
stress visuals, and keep copy
short.
CONTENT DIVISION ACCORDING TO
CONSUMER INVOLVEMENT THEORY
Emotional
High
involvement
Low
involvement
Rational

20. SUPPORTING YOUR CLIENT

21. 16

22. 79%

23. 3 TIPS TO BE KICK-ASS ON
SOCIAL MEDIA

24. 1

25. 2

26. 3

27. TOO MANY NUMBERS?
79%
16
4
21 37.70
96%74%

28. 79%
16
4
21 37.70
96%74%
THERE’S A DOCUMENT FOR THAT

29. twitter.com/lamazone
sofie.verhalle@talkingheads.be
www.talkingheads.be