Target Twitter interactions drive up ‘brand love’ 11%

Dive Brief:

Target’s online interactions with Twitter users strengthened positive customer feelings toward the retailer’s brand, and also drove an 8% increase in shopping intent among those who shop only once a month with Promoted Tweets, according to the results of a Twitter marketing survey and a Nielsen study commissioned by Target.
The Nielsen Brand Effect study found that Target increased "brand love" by 11%, and turned its customer service into creating more satisfied users. Additionally, the study found that 58% of users were more loyal to Target and 62% were more likely to use Target.
Twitter claimed that the research "clearly demonstrated that there is a positive link between a brand having an interactive Twitter presence and customer feelings towards a brand." Twitter’s study results were based on a cross-section of Target shoppers 18 and older who use Twitter.

Dive Insight:

Essentially, these study results show that if consumers use a platform that was designed for one-to-many interactions in exactly the way its designers intended, users will engage, and think well of retailers and brands — the latter provided they don't say anything too uncool or controversial. According to the research, 69% of those surveyed said they were more likely to shop with interactive brands.

"The public nature of Twitter means that interactions are visible to all users, and a customer’s problem being solved or a witty, fun interaction can create a positive view of a brand. Connecting with people creates an emotional attachment that can positively impact people's willingness to pay," according to the study.

Target has been fairly aggressive in its use of Twitter, specifically with Promoted Tweets. Some retailers haven't, and these attention-diverting, Twitter-esteem-boosting study results might show enough about how Twitter can impact marketing and customer relations that they just might feel it's time to start building a stronger social network rapport with their customers.

As retail marketers go after digital native generations like millennials and Gen Z, social media has become more important than ever, as studies have shown that these cohorts have an increased tendency to browse and buy on mobile. If brands and retailers can relate to the younger generations on platforms where they live and breathe, they stand to build loyalty and relevance.