Retail Organizations struggle to create a differentiation to brand their Store. The retailer’s inability to create a differentiation from its competitors is the biggest and longest standing issue in retailing. But the obstacles are many. Retail is a low entry barrier highly replicable industry. But the sands of time has shown the tremendous growth of the retailers – from the Cretans who first started trade in barter form to the Shoppertainment malls of today, retailers have stretched to please their consumers.

The initial differentiations were in slashing down prices. When discount stores started becoming common, price promotions started. This copied to many stores offering year round discounts. Slowly the shift turned towards creating great experiences. The malls developed with cafes and rest and recreation areas. Slowly this assumed gigantic proportions in the name of the likes of Cabelas, Dubai Mall, and Mall of Emirates etc.  Today most malls look the same have the same luxury retailers, offer the same 7-8 popular movies and the same eat out branches. So how is one different from another?

The wheels are turning again. This time round it’s for the web2.0 consumers. The Gen Y group that’s totally insensitive to the mass marketing initiatives and wants every product customized and every service personalized. We have seen the customization of e greeting cards, your photo on your T-shirt, personalized jewellery, stationery etc. but they all do get copied by competitors. There are some retailers who have done very innovative customization. Nike has a concept called NikeID where the consumer gets to design the kind of shoes he wants. But can this be impossible to replicate?

Then where is the differentiation? If every retailer is ready to sell you exactly customized products and personalized services, there is no differentiation.

In the eyes of Don Peppers and Martha Rogers, in the world of increasingly commodity-like products and services, a relationship founded on trust is the only genuinely sustainable competitive advantage.

So there Retailers! Are you listening?

Image via Wikipedia

How would you measure the key performance indicators of your social marketing efforts?

For marketers unfortunately the battleground is set. The customer is the King, the reigning monarchy. All that the marketers can do is being a part of his kingdom. A kingdom that is expanding every second.

Shouting from the roof tops used to be the only option until this kingdom had everyone shouting and crying hoarse to gain attention. Not to forget spending huge amounts of money in the process.

The question now is; from his palace how much does the King hear? And how will the marketers know this? Without measurement, marketing will be only another expense.

What kind of Key Performance Indicators do the marketers need to show them that their social media marketing tactics and strategies have succeeded?

A new webpage, twitter handles, FB fan page and blogs on your PR are all the must haves today. Apart from site traffic what other indicators do you use?

Does the increasing number of:

• fans/members
• positive mentions
• page views
• contributors
• back links

Form part of the measurement? Increasing online conversions, decreasing complaints.

And how are managed? What do you look for in a buzz monitoring/ social media listening tool?

I can think of a few;

Scope and range of searching – number of sites, etc, real time or delayed

Sophistication of analysis tools, especially for language analysis; statistical or semantic

Flexibility of data presentation, quality of text/charts, dashboard fixed or user configured

Communication tools for issuing alerts, collaborative working, via email, text, IM

Integration with other applications, primarily web data tracking and CRM systems

Option or requirement for ‘human intervention’ by user and/or supplier

Charging model and implications for total cost of use

How do you measure? What are your KPIs? Do share them below.

Related articles

• Blog Carnival: The ROI of Social Media is The CRV of Revenue Impact (the56group.typepad.com)

Why this kolaveri di?

A simple tune, simpler lyrics, an unknown movie has created viral waves over the virtual world. Crossing 10,559,994 hits on YouTube in 14 days; this song has crossed all the language and regional barriers met by an average Tamil song.

The reason?

Millions of common people started sharing, publishing and remixing the original song entry.

Welcome to the participatory world of Web 2.0 and its very effective branding technique, the User Generated Branding – UGB.

The major point of differentiation between the traditional branding techniques and UGB is, unlike its predecessor that approached brand management from the one sided, image oriented models, UGB takes into account both brand identities created by the internal stakeholders and brand image felt by external stake holders. User generated brand messages are regarded as brand touch points, from comments, reviews, ratings or other creative uses and remixes.

Of course, this included both customer complaint and brand fan dedication and probably that is the reason why companies not meeting their brand promises are punished quicker.

It would be right at this point to mention UGB should not be confused with eBranding.

The concepts of traditional branding using internet as a channel is called eBranding. While UGB is more holistic, that strategically uses the online brand feedback movement of UGC to achieve brand goals.

So customers, the next time you see a company actively asking for consumer contributions through blogs, contests etc understand that they have recognized the power of open brand communication.

But again, User Generated Branding can only be canalized, never controlled.

(Article based on research articles by Burmann and Arnhold, Christoph Burmann )

But that did not stop me from tasting the instant coffee that makes even fresh milk taste stale, or the watery nauseous puddle that passed for coffee at hostel. I have even gulped the railway station brew that somehow tastes like a chemistry experiment.

Was it a surprise when a coffee maker became my first independent purchase years later, only to realise I cannot wake up to its aroma, I need to get up before to brew it.

Today the same little beans with its simplicity, freshness and constant companionship have become my soul mate. Through the aromatic cup curled up on the sofa with my husband watching the sunrise, the relaxing cuppa later while sitting alone with my laptop, sipping slowly as I watch my thought mingle with the fragrance of coffee. Other times I have depended on the caffeine buzz to give me a fresh idea. A quick break at Starbucks after shopping while the kids munch on muffins, many a day has been saved by a substancial amount of this redolent brew.

But the choicest memories are those silent moments with my laptop, writing to my heart’s content sipping away into the night.

Image by @Doug88888 via Flickr

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