How Digital and Social Media Drives Sales in Retail

February 25-27, 2015Rosemont, Illinois

“Engage Shoppers with Digital and Social Media”

Carlos Gil, Digital Strategist

• Social Media Manager, BI-LO and Winn-Dixie, 2012 –2014

• Head of Digital and Social Media, Save-A-Lot, 2014 –2015

FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS @CARLOSGIL83

FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS@CARLOSGIL83

I’m passionate about digital, and the role it plays in retail, because… It works!


“Old marketing was dictation... new marketing is communication. Change from Convince & Convert to Converse & Convert! #RonR” – Ted Rubin


Digital marketing, including social media, helps drive sales through engaging content and conversation which builds brand awareness and customer loyalty.


Most executives will ask…

“What is the ROI of digital marketing and social media?”


Most executives will ask…

“How do you measure the ROI of digital marketing and social media?”


Social media ROI is measured through consumer engagement (i.e. impressions, clicks, etc.) which lead to conversions, such as: incremental website visits, e-coupon downloads, loyalty card opt-in’s, and e-commerce or POS transactions


How do you get there?


It’s all about the customer and their path to purchase


Marketing is not about print circulars, or online ads, it’s about connecting customers

with solutions that meet their needs


Technology has changed retail, and grocery, forever – today’s customer is connected, influential, and has more

options than ever before


Customers want to be engaged – not sold to


“If you’re looking to bring back the human side of communication, in all its imperfection, empathy, and simplicity, there is no B2B and B2C – only Human to Human #H2H” – Bryan Kramer

FEBRUARY 25-27, 2015 ROSEMONT, ILLINOIS

#ShareACoke

@CARLOSGIL83


#ShareACoke

• Coca-Cola’s Share a Coke campaign drove a 2.5% increase in sales – after 10 years of decline according to The Wall Street Journal

• Began in Australia in 2011, which sold more than 250 million bottles and cans

• 18,300,000-plus media impressions. Traffic on the Coke Facebook site increased by 870%, and the Facebook page grew 39%

@CARLOSGIL83


The end game is to: Grow sales by building engaged, loyal

communities of shoppers

And here’s how to do it…


Multi-Channel Strategy

• How customers consume content varies based on the marketing medium: e-mail, mobile, social media, print, TV/radio, at-home and in-store

• Defining your audience is the key

• Social media is not a “one size fits all” solution to drive incremental awareness/sales

• CPG and Retail partners need to be collaborating

@CARLOSGIL83


Create the Path-to-PurchaseCreate relevant and meaningful content around…

• What makes your customers want to shop with you?• Traditionally, the print circular/ad has influenced purchasing

behavior

• Today, purchasing decisions are influenced based how accessible you are to your consumer (online and in person) and what value you offer in their life

• What value do you add?

• What role does your brand play in their everyday life?

@CARLOSGIL83


BI-LO Chek Soda Campaign

@CARLOSGIL83


Winn-Dixie Beef Campaign

@CARLOSGIL83


Save-A-Lot

@CARLOSGIL83


Influencers and Advocates


5 Questions:

• Do you have the right people?

• Do you have the right IT and technology?

• Do you believe that your customers drive market trends and not your brand or competitors?

• Do you know what your competitors are doing?

• Do you have the right company culture?


Thank you!

• Email: [email protected]

• Phone: 904-536-5764

• Linkedin.com/in/CarlosGilOnline

mailto:[email protected]

How Digital and Social Media Drives Sales in Retail

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