Frozen food chain Iceland may be known for its great prices, but now it’s taking a different route to getting customer attention—by embracing the digital arena instead. It’s about to make its biggest investment in social media to date in an attempt to move away from price-led marketing, offering something different to the competition by focusing on customer feedback and reviews to tailor its strategy accordingly.
The public already knows that Iceland offers great value, and that’s why the brand has decided it’s time to move away from its core focus. Instead, it’s going to utilise GoRecommend, a social media tool that tracks customer reviews and recommendations from channels like Twitter and Facebook, giving consumers the chance to talk about the products they’d like to see and improvements they think could be made. It’ll be a much more user-centric way of operating, focusing on really giving customers what they want, with the brand hoping to use feedback in order to tailor deals or even come up with whole new product ranges to meet customer demands.
The move will be part of the “My Iceland” customer feedback initiative which is set to be rolled out across stores over the summer, capturing data from shoppers in order to improve its operations as a whole, with the GoRecommend tool being used as a way to (ideally) promote the brand virally. It’s a bold move from the company—it wants to position itself in the heart of the community, going beyond static sales figures and implementing a far more customer-led way of operating, with it being hoped that this dynamic and innovative strategy will encourage new shoppers and boost customer loyalty in the process.
In times of cut prices and savvy shoppers it’s a great move for the value retailer, and embracing the digital arena couldn’t have come at a better time—with so much social activity it’s high time that Iceland got involved, and with the GoRecommend tool offering a far more open form of marketing it’s something that any brand can take note of.