Since the introduction of social distancing measures, the Entertainer has seen its sales drop by 75%. With a warehouse operating at reduced capacity, the business is experiencing challenges with stock availability and some delivery timeframes. Despite this, the business has stayed active on social media, showcasing products it knows can meet the demand for, but also increasing its connection to customers with an ongoing customer service dialogue, and offering new services where it can.
We’ve taken a look at how the Entertainer is continuing to engage customers and what’s working for them on social media.
What’s working for The Entertainer on social media?
by Steff ParkerWhat works for the Entertainer?
Since social distancing measures were introduced, and the business has had to close stores, the posting levels of the Entertainer have increased on the previous period by 103%. In line with many other retailers, the business has reduced the amount of promotional activity, communicated the product it has to meet the needs of its customers, and are handling more customer feedback.
In addition, while not able to sell at its usual rate, the brand is continuing to engage and retain loyal customers by providing downloadable colouring sheets to entertain the kids while they are at home.
The business has stayed active on social media to respond to customer feedback over this time. This ensures consistency in customer service levels, communication and transparency.
Hi Nicole, We are sorry to hear this. Can you please send us DM with your order number? So we can look into this further for you. Kind regards, The Entertainer Team
— The Entertainer (@EntertainerToys) May 12, 2020
While not able to sell at its usual rate, the brand is continuing to engage and retain loyal customers by providing downloadable colouring sheets to entertain the kids while they are at home.
A more personal level of engagement
While posts have gone up, engagement has decreased by 29%. This is likely driven by the nature of the content that it is now being created. As the business is creating and participating in more one on one conversations with its customers, it will earn less reach and be relevant to individuals rather than the masses. This is a more personal level of engagement.
How to explore and interpret this data for yourself in Maybe*
The Maybe* social media "See what works" insight engagement tool gives you the insider knowledge you need to create a better social media strategy. The report highlights the content that has earned you the most engagement so that you can easily respond to customer feedback. In addition the report will help you understand how well your content resonates so you can easily measure how engaged your audience is with your posts and narrow your focus to the type of content that gets their attention.
Key takeaway
Engagement is more than just a number of likes. While engagement levels may have decreased overall, the learning here is the Entertainer has prioritised engaging in conversations with customers on a personal and direct level. The business has recognised the importance of addressing customer concerns first, rather than simply creating more product-related content and prioritising what it has to say.
Hi there, I am really sorry to hear about your disappointment. Please could you kindly send us a DM with your order number to have a look into this? Best regards, Gabe
— The Entertainer (@EntertainerToys) April 24, 2020
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