RadioShack delivers weekly circular to Facebook

Share this content:
RadioShack Corp. began posting its weekly ad to the technology goods retailer's Facebook page this week as a means to engage younger consumers, the company said on August 4. RadioShack worked with technology firm PointRoll in developing and executing the “RadioShack Weekly Ad” Facebook app.

“The entire landscape of the circular and newsprint has changed,” said Adrian Parker, director of social media and digital strategy at RadioShack. “A part of the impetus of us moving our weekly ad on Facebook is make content relevant and accessible to the Facebook consumer.” However, the company will also continue to print circulars. He said that RadioShack's implementation of Facebook's “Like” button on its e-commerce site also informed the retailer's decision to create the weekly ad app.

RadioShack's Facebook consumer base is a “younger-skewing demographic in the 18-34 [year-old] age bracket,” said Parker. The base splits evenly between genders, he said, but it “over-indexes in African-American and Hispanic females.”

“The lion's share of our Facebook and Twitter conversations are from female consumers,” Parker said.

The weekly ad app allows consumers to “like” a product and directs consumers to RadioShack's e-commerce site for purchase. Parker said that RadioShack is measuring interactions such as “likes,” sharing to Facebook and traffic that the app directs to the e-commerce site.

The app also includes an opt-in for consumers to receive RadioShack's weekly ad via email. Parker said that email provides an added means for RadioShack to communicate with consumers and can deliver exclusive “deals and promotions not available to the general market.”

“There are different tiers of how to engage consumers,” he said.

Similar to RadioShack's print circular, the Facebook app presents products based on a consumer's location. Parker said it's “on our roadmap” to factor in consumers' interests and hobbies as stated in their Facebook profile when personalizing the weekly ad.

RadioShack has discussed whether to develop an e-commerce presence on Facebook, Parker said, but the retailer hasn't looked into whether to only feature a select number of products, such as those promoted in the weekly ad, or whether to launch a full-fledged storefront.
Loading links....
close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here