Time stops for no man … or woman. So, as an independent retailer of women’s high-end occasionwear for the over-40s, I’m embracing Twitter, Facebook and Pinterest with open arms, making social media an integral part of our PR strategy.
More and more, I’m placing greater importance on connecting through social media channels – feeding through what’s new in store.
However, because of our typical customer profile – over 40, female, sometimes a lady who lunches – I’ve found this strategy isn’t a quick fix to increase sales, more perhaps a slow-but-sure approach.
When I established the business in 2001, customer engagement was via the traditional methods of advertising. However, the launch of our casualwear department and online shop made us take the step into web-based promotion and gave us the edge over many competitors. Online interaction has gathered pace but it hasn’t replaced our original form of promotion – rather it has complemented it.
Yes, I’m keen and passionate about moving my business forward and do actively take on board new ideas, but I always keep my customer profile in mind when making PR choices. Social media is firmly on my forward planner, but still, so is print.
- Hilary Haresign, Owner of occasionwear indie Snooty Frox in Harrogate