Why Twitter is the new local store

mary kate mcdevitt open/closed sign, why twitter is the new local store{open/closed sign  by Mary Kate McDevitt}

It’s Monday – which means shopping day and I need to restock the household essentials.

Bread, milk, apples, chicken and red peppers for dinner…. oh, and it’s my sister’s birthday next week so I’d better pick something up for her too.

I head down to my local store – Wendy’s working behind the counter today and smiles as I come through the door and the bell rings.  

“Morning dear,” she smiles, “How was your walk yesterday?”  (Husband and I had the day off work and went walking on the moors).

“Lovely thanks, Wendy,” I reply. “Bit windy and wet but very bracing!”

Wendy already has a basket at the ready, with my normal bread, milk and apples.  “We’ve just got some fresh tomatoes and cucumber in if you fancy some salad with that bread?” she offers.  “And isn’t it Jess’s birthday next week?  The books are in the back of the store or you might want to look at the DVDs near the counter?”

Sadly none of that happened (except the walking on the moors bit – which was indeed wet and windy but bracing).

But this kind of personal service isn’t the norm any more – it may have been, fifty years ago – but now the supermarkets have so many staff that you can be served by a different person every day.

Then there’s the product range – more choice than you can shake a stick at, but how do you find exactly what you want without scouring the aisles for hours?

Social networking is one way – it’s changing how we buy things – giving us more choice and bringing back the personalised shopping experience.

Here’s five ways that help you to deliver a great level of personal service to your customers, that will have them coming back again and again, recommending you to their friends, and raving about you to their online communities!

Are you ready?  Let’s go….

1. Talk directly to your customers

Use Twitter names to talk to people who you know, who’ve bought from you before.

“@daisylou – Has the wedding stationery arrived okay? Posted it on Tuesday.”

This helps to build relationships, and delivers great customer service by keeping buyers up-to-date with their order.

2. Remember what your best customers like

And give them more of the same.

“@harveyjay Getting in more beach pillows next week – check them out: [insert link] – blue ones would look great with your striped throw”

Keep an eye on your records to see if any new product ranges would be of interest to previous customers.

3. Courtesy costs nothing

Just saying hello and good morning can make you stand out from your competition.

“Happy Tuesday morning to new followers @mariejane, @linenlovely and @eco-weddings”

And try and say thank you to those who retweet your Tweets.

4. Remember and manage relationships

By following your customers’ Twitter feeds you can see what they’re talking about – are they packing for a holiday?  Cooking a huge family dinner as guests arrive? Decorating the kitchen?

Talk to them as you would if they came into your store and told you this in person.

“@organicfashion New kitchen sounds gorgeous – keep the kettle somewhere handy – you’ll need a cuppa when you’re finished!”

5. Listen & respond

As soon as you have a Twitter page (or a Facebook page, or a blog), your readers will see it as a communication channel to you.

They may direct message you asking about product availability.  Or maybe they’ll ask if you can personalise your products.  Or if you can offer next day delivery.

Whatever they ask, you need to be ready with an answer – monitor your accounts using tools such as TweetBeep.

Or set-up Google alerts so you receive an update each time a word or phrase (chosen by you) gets mentioned anywhere online.

We may not be living in a world where the local store has a smiley shopkeeper at the door, ready to welcome you by name and give you all “the usuals” without you needing to tell them.

But social networks make it a lot easier to build a sense of community for your audience.

Easier to create a place where users are comfortable to share their personal experiences, advice, tips and stories.  Where you want to add your voice and support to others.

Now, can you think of an online community that’s delivering that kind of engagement*?

* Clue – you’re reading one….


  1. I love this analogy!

    Between blogs, facebook and twitter, social media really is such a great way to connect with customers. Though, if I’m going to play favourites, I just might like Twitter best of all!

  2. Caron says:

    What a great read, thank you! We launched our company this week and I’m trying to figure out twitter. You can find out a lot about twitter best practices online but thinking of it like a local store instead of just a marketing strategy was a real Aha moment for me. I’m also putting ‘set up google alerts’ on my task list for today. I’m bookmarking this blog right now.

  3. Ms Muffin says:

    Really loved this post – and love the idea behind it!!!
    BUT … this might sound weird … what if you do not have the twitter names of your costumers? Worse – what if they are not using twitter? Or blogs …
    I have a still rather small online shop selling buttons and sewing pins mainly to people living here in Germany. Even though many creative people have blogs – I never know whether a costumer has one or not. Even though I include now in all my emails after a sale that I would really appreciate to hear how the buttons where used or would love to see a photo … And even though I have my Blog/ Flickr-Details on my shop page … I hardly ever get feedback.

    Do you have any ideas or tips how to get details about their social networks from your costumers?

    Also I have to admit I still have not gotten the hang out of twitter yet … I think I need a good introductory. To me it is just very overwhelming … I have the feeling I am talking to noone really when I tweet. For some reason I can not work out how to get started with it succesfully. Also … can you use twitter successfully even if you have not all day to tweet? I can hardly keep up with blogging. (My main job right now is my kids.) So I definitely can not tweet several times a day. I kinda have the feeling with twitter either you have to use it constantly – or you might as well not use it at all. But maybe I am wrong?

    Really love your posts!!!!

  4. Thanks Brittany Lauren – maybe you could share in the comments how you use Twitter for business?

    I know some people really struggle to get it so when I hear someone is using it well I love it! Would love to hear more, Lucy x

  5. Hey Caron – thanks for your kind comments.

    I love those ‘aha’ moments – Google alerts was definitely one of those for me. They’re so great for getting a heads up on anything going on with your competitors, your customers, your suppliers, etc.

    They can also give you ideas for press releases or blog posts on topical stories – have fun with your alerts and your local store! Lucy :o)

  6. So many questions Ms Muffin! I’ll take each one:

    – you won’t find many customers by their twitter names, but by adding your Twitter name to your comms they’ll come to you

    – use #hashtags to highlight keywords that your target audience use or are looking for (i.e. #linenfabrics, #handmade, #oilpainting, etc.)

    – if your customers aren’t on Twitter, it’s not the right network for you – understand who your customer is, and where they hang out (online!) then join them there

    – a Facebook page would be a good place to invite customers to share their photos of your buttons

    – don’t worry about Tweeting all the time – focus on why you’re using it: to build a customer database, build your brand, find new customers, build loyalty – then make sure all your tweets work towards that objective

    Hope that helps – come say hi on Twitter @thorntonlucy – see you there, Lucy

  7. Ms Muffin says:

    Just wanted to say thanks for your lovely answer to all my questions! I really appreciated that you took the time to do that!!!!
    And thanks for your great ideas and advice!

    Ms Muffin

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