Interactive Customer Experience (ICX) Summit

ICX Summit: Using social to fuel CX awesomeness

By effectively integrating social media into omnichannel strategies, retailers can create engaging experiences that drive customer loyalty and sales.

Photo: Networld Media Group

August 27, 2024 by Sandra Carpenter — Editor, Networld Media Group

In today's rapidly evolving retail landscape, the lines between online and in-store experiences are blurring. Social media platforms, once primarily digital domains, are now playing a pivotal role in driving foot traffic and enhancing customer experiences. At this year's ICX Summit, a panel of retail experts will discuss how they're leveraging social media to create seamless omnichannel strategies.

The summit, a dual event with the Banking Customer Experience event, brings together B2C brands to learn from industry leaders, network among peers and hear from top innovators when it comes to innovative customer experience. It is hosted by Networld Media Group, a business-to-business media communications company specializing in digital media, associations and events in the mobile, self-service, digital signage, retail, food service and financial services industries.

The 2024 ICX Summit is being held Sept. 9-11 in Charlotte, North Carolina and will feature two dozen keynotes and sessions. The event is celebrating its eighth year.

Here are some insights from retail and brand leaders participating on the panel "Going, Going, Gone Digital...and Back Again: Using Social to Fuel CX Awesomeness."

Harnessing the power of social media

Sara Kear, chief marketing officer at Condado Tacos, emphasized the importance of integrating social media into the overall customer experience.

"From the inception of our brand, we've strategically utilized social media as our primary marketing platform," she told Kiosk Marketplace in an email interview. "By consistently engaging with our audience, sharing fun content, and providing exceptional customer service, we've built a strong and loyal community."

Shawn Lalehzarian, co-founder and CEO of The Red Chickz, echoed the sentiment.

"We use social media to extend invites to exclusive events, gather valuable feedback, and shape company-wide initiatives," he said in an email interview with Kiosk Marketplace. "For example, we have exclusive 'best bud' parties for our most loyal guests, which we extend through our loyalty app and social giveaways. These parties are not only about having fun but also about gathering customer feedback and identifying opportunities for improvement."

TikTok: A new frontier

The rapid growth of TikTok has presented new opportunities for brands to reach younger demographics.

Kear shared how Condado Tacos has successfully leveraged the platform to drive in-store traffic.

"Joining TikTok in early 2019, we implemented an 'out of the box' content approach that resonated with the platform's dynamic environment," she said. "This has led to remarkable results, including over 1.1 million followers and 34 million likes."

Overcoming challenges

While social media offers immense potential, it's not without its challenges.

Lalehzarian highlighted the importance of overcoming technical limitations and ensuring a seamless customer journey.

"We've addressed these challenges by forming an integrated 'CX taskforce' and segmenting messages to allow our guests to control how we communicate with them," he said. "This has improved our engagement rates significantly."

Future trends

Looking ahead, panelists said emerging technologies and trends could revolutionize the retail industry.

Lalehzarian emphasized the need for brands to adopt more creative approaches to reach younger audiences who are increasingly resistant to traditional advertising.

"Brands will need to earn loyalty through respecting and understanding their consumers," he said. "I think more brands will go all-in on TikTok and influencer marketing will continue to boom. Generative AI and AI content creation will have a massive impact on our industry as well."

As the retail landscape continues to evolve, social media will undoubtedly play an increasingly important role. By effectively integrating social media into their omnichannel strategies, brands can create engaging experiences that drive customer loyalty and sales.

Customer Experience

About Sandra Carpenter

Sandra is the editor of Kiosk Marketplace and Vending Times. She has been working in editorial and research roles for over a decade and has experience in print, blog, social media and peer-reviewed publications.

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