Bartell Drugs is using Facebook and Twitter as core channels to drive in-store visits and interact with customers. I found Bartell’s use of Twitter especially interesting for the retail industry. They only have 1,871 followers (compared the national giant Walgreen’s who has 113,931 followers) but they are using social media to have real time productive conversations with its core customers and supporters.
They are quick to respond to all of their Twittersphere mentions but also spin them into opportunities to promote an in-store visit whenever possible. This is something a lot of companies miss. Check out this re-Tweet as an example.
Bartell’s also does a fantastic job of turning customer issues and gripes into funny engaging banter. It’s important to exude your company’s brand in those 140 character conversations in order to cut through the social clutter. Bartell’s does it better than most companies I’ve seen. I actually look forward to see how they’ll respond to the next one. Here’s a great example:
Finally, when a company executes a fun and genuine social strategy, it can generate awareness in unexpected ways. My colleague and social media guru Mel Carson, shared this hilarious encounter with Bartell Drugs at a conference a few years ago. Since then several folks in the Seattle office (including myself) have started following Bartell’s and interacting with their fun and genuine brand.
Seriously check out the *Cheeky* example on slide 5. I bet you’ll be impressed that a drug store could have this kind of personality!