Marketwired Blog

‘Tis the Time for Retailers to Get Social



kmart-jingle-bells-hed-2013The holiday season is when retailers really need to exploit social media to separate themselves from rivals.

The reality is retailers need to have a good head start so they don’t fall behind. It’s a game that starts near the end of summer.

JC Penny and Kmart appear to have gotten into the action early. Kmart had a huge hit on its hands with a viral video that shows men playing jingle bells (you can watch the video below) on their private parts. This caused JC Penny to tweet them with a coupon for pants.

While it was a smart move by JC Penny, Kmart wasn’t shy about reciprocating the jabs. The exchange is a lot of fun similar to what Tesco Mobile did recently, even though this was geared towards holiday shopping and the targeted approach could pay off in spades.

The big lesson for digital marketers is you don’t have to just play off your own success in social media. You can play off others and even off competitors.

The  exchange between JC Penny and Kmart is giving both them a lot of mileage in social media. And there’s a good chance it will convert into sales during the holidays.

If you work in digital marketing for a retailer, this is a great story to follow and, hopefully, you have something in the pipeline. If you don’t, then it needs to be your primary objective before it’s too late.

Social media is a great way for retailers to drum up extra business during this important time of the year. In fact, it might be the best approach as you can get a feel for buying habits, what’s popular, and communicate directly with potential customers.

The best bet for something to go viral is either a video campaign (which would most likely have to be produced already), a strategic hashtag or an exchange that will catch users’ attention.

Now is the time for retailers to not just use social media, but to find a tactic that will knock it out of the park.


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