Many retailers realise that social media is crucial in their online success and mattress retailers are no exception. They realise that interacting with consumers online is far more crucial to their success than a traditional advertising campaign. You just need to check out the websites of the most switched on online mattress retailers to realise that they are serious about social media.
For example, Astrabeds.com encourages customers to add them on Facebook and Google Plus, and they offer generous discounts in return for Facebook “likes”. SimplyRest.com have both Facebook and Twitter like buttons on their site. Similar to Amerisleep, Sealy allows users to contribute by using the Facebook comment system. Unlike many major brands, they don’t delete negative comments about their products.
Negative feedback can be a good thing
According to Ron Blake, president and CEO of Rewards Network, “Engaging in an authentic, meaningful conversation with consumers will be the key to marketing success and growth, even if that means acknowledging negative feedback; transparency is paramount.” By gauging and responding to constructive negative feedback, companies can help mitigate the cause of concern. Most often, this leads to improved designs and reliability.
Engaging in an authentic, meaningful conversation with consumers will be the key to marketing success and growth…
While it is clear that many online mattress retailers understand the importance of social media and understand how to use it to their advantage, many traditional companies simply can’t compete. According to A. T. Kearney management consultants this is because, “Our traditional business culture, where information is shared only when absolutely necessary and only among key people, doesn’t align with a culture that gives away knowledge for free and where interactions are open for everyone to see and hear. Moreover, it can be disruptive, to say the least, when interactions once considered confidential are made public.”
Customer feedback gives companies a chance to shine
Online companies don’t have this limiting attitude, as they began trading in an environment where information is shared freely. So they understand that even negative feedback can be a good thing. It is far better to encourage customers to leave gripes and complaints on your own Facebook page, so that you can respond in a positive and helpful way. If you don’t allow this facility, they are going to talk about your company anyway, so offering to respond to their complaints on your own page presents a great opportunity to display your dedication to excellent service.
offering to respond to their complaints on your own page presents a great opportunity to display your dedication to excellent service
Amerisleep is another online retailer that understands the importance of social media interaction with the customers. In place of the traditional “Contact Us” form on their website, they give customers the choice of asking questions by email, phone, or Facebook. This is a smart move. Many customers have the same questions, so by encouraging them to ask them on your own Facebook page, you can reply and provide all your Facebook fans with the same answer.
It is clear that social media is enabling businesses without huge advertising budgets to reach thousands of potential customers, and provide them with a better quality of service. And this cost effective marketing method is being used successfully by online mattress retailers and online businesses in many other niches.