SAULT STE. MARIE DUTY FREE STORE
Making a success of
social media
Sault Ste. Marie Duty Free Store has discovered some innovative and clever ways to promote itself and duty free shopping via social media, with huge success
I
n the fall of 2015, Sault Ste. Marie Duty Free Store set up its new Facebook page to manage and promote its services. So how did the Ontario-based retailer make the most of its page? First, the company chose an image of its new store as the profile picture, so it was easy for customers to recognize in the search engine. The retailer aimed to make the cover photo very attractive, using the Labatt’s promotional wall and beer as the image. This has increased its beer sales by at least 70% in the last year, according to Willie Deplonty, Sales Supervisor/Buyer, Sault Ste. Marie Duty Free Store. Practical information includes a link from the Duty Free Canada page to explain exemptions; opening hours; a call button; a description of the store’s products and services; and direct messages for any customer inquiries. To excite people and get more likes on its page, the store promotes contests. It is currently at 3,000+ likes. Importantly, the page also promotes the brand “Do Better at the Border”.
Sault Ste. Marie Duty Free Store goes all out to promote Canada and duty free inside its bricks-and-mortar store in Ontario and online
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AMERICAS DUTY FREE & TRAVEL RETAILING FDFA NOVEMBER 2016
Alot of effort has gone into promoting the brand “Do Better at the Border” through social networking and marketing it throughout the store
The page also advertises products and events, while posting videos to personalize the page and make the company more recognizable. In addition, humorous jokes are used to “switch it up to keep customers interested in our page”, said Deplonty. Social media has had an “astounding” effect on sales, especially in beer products for a one-day trip, she noted. “The exposure has been wonderful, especially when local residents spread the word. We gained many new customers who viewed the page and were interested in our products. Facebook has given us the platform to get the word out that ‘Yes you can shop duty free’.” In the near future the retailer hopes to expand and transition more into the social networking world. The company aims to make “Do Better at the Border” a household name, and Facebook has become a good way to achieve this. “Brand awareness is an important way of promoting and ensuring our customers recognize the dynamics of duty free. We have taken great pride in committing to the brand development of the slogan ‘Do Better at the Border’ both in-store and online. Our Facebook page has given us a great tool to channel the brand.” Since last year, Sault Ste. Marie Duty Free Store has attracted