In the ever-evolving world of retail, brands are constantly seeking innovative ways to connect with consumers and drive sales. One such strategy that has gained significant traction is influencer marketing. While working with influencers has become second nature to international brands and retailers in the digital era, others haven’t been as quick to embrace this strategy fully. The massive reach and influence these digital personalities offer are undeniable, but charting the course of influencer partnerships for a retail-centric approach can still seem daunting.
We reached out to Danielle Wiley, Founder & CEO at Sway Group, to get her insights on how smaller brands can effectively leverage this powerful tool for in-store promotion. From creating buzz around specific products through "influencer shopping days" to driving foot traffic via exclusive in-store events, influencers hold immense potential in shaping consumer behaviour. Wiley shares her expert advice as an influencer agency owner; here are five best-practice tips for retailers to embrace:
1. Aligning with Values
"First and foremost, it's essential for retailers to find influencers who mirror their brand ethos. For instance, imagine a luxury boutique partnering with an influencer known for promoting budget-conscious living and thrift store finds — the misalignment would be painfully apparent to both audiences. Genuine collaborations translate into authentic content, and today's discerning consumers truly value and respond to authenticity."
2. Strategies for In-Store Promotion
"One of the unique strengths of influencers is their ability to create buzz around specific products. One creative possibility for retailers is to set up "influencer shopping days" where chosen influencers visit their stores, shop for their favorite items, and share their experiences on their platforms. This promotes specific in-store products and gives a holistic view of the shopping experience."
3. Influencer-Curated Collections
"Retailers could also invite influencers to curate their collections or store sections. This collaboration allows influencers to hand-pick items they love or feel represent their personal style or values. These curated sections can be highlighted in-store with special signage or displays showcasing the influencer's name and brand. The influencer then promotes this curated collection to their audience, encouraging them to visit the store to see their hand-picked selections."
4. Driving Traffic to the Store
"Influencers can hold immense sway in getting their followers to take action. Retailers can collaborate with influencers (particularly those with local ties) on exclusive in-store events, sneak peeks, or discounts only available for the influencer's audience. The exclusivity and the influencer's endorsement can significantly drive foot traffic."
5. Short-Term vs. Long-Term Strategies
"Working with influencers is not a one-size-fits-all strategy. For a short-term boost, think of product launches or seasonal promotions where influencers can surge interest. For long-term collaborations, consider ambassador programs or partnerships where influencers help promote certain product lines or campaigns over time, fostering a sustained connection with their audience."
"For instance, our agency has helped drive awareness and sales for a Target-only ‘green living’ Infuse product by leveraging the ongoing voices of diverse lifestyle influencers: they help promote the product’s differentiators and authentically weave their own eco-friendly narratives into their content."
"These influencers often share personal stories of sustainable living, practical tips for a greener lifestyle, and the genuine impact of eco-conscious choices, making their brand endorsements more relatable and trustworthy to their followers."
"When retailers and influencers find synergy, the results can be powerful. It's about tapping into an influencer's audience in a genuine way, providing value, and creating memorable experiences that benefit both the retailer and the consumer."
According to Wiley, the key to a successful influencer marketing strategy lies in finding synergy between the retailer and the influencer, ultimately leading to a win-win situation for both parties and the consumer.
