Social media has played a role in the growth of customers during the last decade, with Facebook seeming to lead the way. However, as target customer are younger and are more social media savvy, there is a new site that has been helping the independent gourmet retail market to make gains. This, according to Jamie Butler of Escalon, CA-based The Butler’s Pantry, is Instagram.
“When I post on Instagram, it really makes a difference in my business,” she said, noting that she gets new followers almost right away and that those followers help her to get customers in the door.
“I don’t have a lot of foot traffic, so I really need to work to get customers into my store. This has really worked for me,” she said.
She said that she works on pulling together Instagram stories, as those seem to get a wider reception from her target audience, while she does post photos on the social media site as well.
Butler also works with local bloggers in her community to expand her reach. She will give them product to try and, in turn, they will tag her in their Instagram stories or posts. She has also had bloggers or local personalities come into her store and do live Instagram stories as well.
Butler said she sees an increase in foot traffic almost immediately from these partnerships as their followers come into the store looking for the items seen on social media.
“Instagram stories becomes about bringing people in and being able to capture [the bloggers’]customers as well,” she said.