A social media strategy is important for any retailer, but for small pure-play etailer Abel & Cole getting it right is imperative.

A social media strategy is important for any retailer, but for small pure-play etailer Abel & Cole getting it right is imperative. Focusing on Twitter and Facebook, the online-only grocer began using social media in 2009 to promote brand awareness but this grew and it now deals with about 50% of customer service enquiries in this way.

Abel & Cole marketing and PR executive Emma Healey, manages the retailer’s social media output. She thinks that having a social media presence makes up for not having stores in which customers can interact with staff. Via the Twitter account customers can chat to staff, ask for recipe tips and find out more about the service.

Recent initiatives have included naming a new organic potato variety and a ‘design a pie filling’ competition. By doing this it has engaged its customers in a unique way and created a community people are pleased to be in. The retailer has also produced ‘how to’ recipe videos on YouTube, which include a link to the main site where customers can buy all the ingredients needed.