Bob Garfield

5 ways Save-A-Lot uses content channels to drive commerce

Omni-channel is a popular word these days, but different channels have different goals. Here's how one major retail brand uses each of them to drive engagement and sales.

Facebook is used as the main social media content hub

Save-A-Lot utilizes its social media presence on Facebook as the headquarters for its online social presence. Everything from recipes, kitchen tips, product promotions, and coupons are carefully crafted to to be visually and authentically appealing for a Facebook audience. This includes a variety of pictures and an easy-to-read, low-word-count method of drafting messages for its fans. This doesn't mean it throws everything on Facebook; messages must be created specifically to work on the platform and be appealing. Great care is taken to avoid annoying fans with a sloppy aggregation.

Twitter is an extension of personal customer service

While Twitter is also used for promotion, Save-A-Lot food stores' main goal for the platform is fast and helpful customer service. Whether this means simply thanking a customer for visiting a store, or assisting an upset Twitter user who is dissatisfied with the Save-A-Lot experience, the company uses the social media outlet for personal service to its patrons. The public forum and structure of Twitter lends it to be an ideal way to address customer concerns in real time.

Save-A-Lot's website is an informational center for recipes and customer help

Save-A-Lot uses its website as a center for information, connection, and recipes. Its site is not the main way it connects with consumers, but it serves to offer real help and ways for people to connect and learn more about the brand. Visitors can sign up for the Smart Shopper Club, explore career opportunities, print the weekly ads and promotions, and search a variety of easy recipes. Visitors can also search for local stores or other useful information. The website is a hub to advance the customer-brand interaction.

Email as an extension of its print circulation

As any marketer will tell you, email is still alive and well. Save-A-Lot uses it mainly to digitally circulate its existing ads, special promotions, and offers. When people log on to  email, they're mainly in business mode. Consumers don't mind being presented with cost-saving measures through this platform. While social media is used for fun content, email is mainly used to offer direct assistance to subscribers.

Pinterest is offered for money-saving tips, time-saving tricks, and other fun content

Obviously, when it comes to food and recipes, there's no better social media platform than Pinterest. This visually-based outlet is designed to highlight appealing aesthetics, and Save-A-Lot knows exactly how to leverage it to associate the products it carries with delicious and simple recipes anyone can make at home. Its Pinterest page operates almost like a high-end restaurant, displaying appealing meals and ideas. In addition, Save-A-Lot food stores includes a collection of pins like "Meals Under $5" and time-saving cooking tricks.

Few know the power of social media for retail like Carlos Gil, the head of digital and social media for Save-A-Lot food stores. He speaks with Ashley Bast from AcuityAds about how the iconic brand uses a multitude of social media outlets and content platforms to reach consumers for different strategic reasons.

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Article written by senior media producer David Zaleski.

Video edited by associate media producer Brian Waters.

"Image of young businessman at work using laptop" and "BELGRADE - MAY 05, 2014 Popular social media icons" images via Shutterstock.

"Tokyoship Mail icon" and "iPhone icon green" images via Creative Commons.

 

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