Toys are one of the easiest products to market, simply because it's difficult for parents to say no to their kids, but it's much harder to market a toy store. Small shops are at a disadvantage when compared with larger toy stores, thanks to smaller inventories, lesser known brand names, and sometimes a lack of reputation. Social media can help you to combat each of these issues so that you can begin to build up a following of loyal customers and hopefully make more sales.
Customer Retention
Inviting customers to follow you on Facebook or Twitter when they shop with you can produce results. In most cases, the easiest way to do this is to print out cards or receipts with an invitation to follow you on social media, offer a small incentive (such as a 10-20% discount for liking a page), and then follow through on any promises. If you maintain your page and post on it regularly, the customer will be reminded of your business, and they will be more likely to return the next time they need a toy or gift.
Advertising
If you keep up with trends, you can use social media channels to advertise that to parents. For example, if a new toy is coming out and that parents will be looking for it, a simple post with a photo of it in your store will inform your followers that you have the toy their kids want. Smaller shops can also offer pre-orders for hot selling toys, which can help you to build customer loyalty.
Reviews
Facebook and Google + allow customers to review your page, which you can use to boost your reputation. While this can backfire if someone has an unpleasant experience, it can greatly boost your ability to draw in new customers if you can get enough positive reviews. In fact, studies show that nearly 84% of consumers will look companies up on social media (sometimes while outside of the shop) and 57% will be inclined to think positively of them after seeing positive reviews or comments on the page. You can also respond to comments, thank customers who comment on your page, and work to resolve any issues as quickly as-is possible to create a better public image on your pages.
Customer Service
Social media platforms like Facebook make it very easy to offer customer service through messaging and chat, and sometimes even calling. By telling customers that they can contact you on social media, listing it on your Facebook profile, and checking up on your profile multiple times a day, you can use customer service as a form of marketing. For example, many parents will hesitate before going to an independent retailer for a specific toy because you might not have it. If they can ask you upfront, before driving to your store, you can retain the customer, and likely offer more value.
Events
In-store events are a great way to market your toy or gift store, and Facebook and Twitter are a great way to promote those events. Facebook offers an event function, which will allow your event to show up in local searches, will allow you to invite your followers, and even allows you and others to share the event.
Social media is a powerful tool that you can use to build a following, communicate with your customers, and advertise to potential new customers. However, it is important that you keep it updated, remain relevant and professional on the page, and that you handle any complaints or issues as quickly as is possible.