Monday, 4 August 2014 00:40
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Singer (Sri Lanka) PLC is the preferred brand for Gen Y, having garnered over 150,000 fans on Facebook. A 165-year history has not deterred Singer from keeping up with the times as evidenced by the company’s populous online presence. Facebook is the number one social media platform in Sri Lanka and the media outlet of choice for Generation Y.
Singer, while maintaining its reputation as the people’s brand and the No. 1 retailer in Sri Lanka, has also succeeded in building a loyal younger audience through Facebook. The most popular age group that engages with Singer on Facebook is between 18 and 24 years of age. The overall statistics create an affirmative outlook for the Singer Facebook platform with a weekly user growth rate of 6.3%, while 10,000 people respond to Singer Facebook updates on a weekly basis.
Singer is catering to a new set of needs when it comes to Generation Y customers. Generation Y customers are worldly, knowledgeable and empowered as a result of their constant presence online. They depend on advanced technologies to progress in society. The high quality, world-class digital media products sold through Singer are therefore a key reason why Generation Y found Singer to be an attractive brand to follow on Facebook.
Today’s World Wide Web evolves daily with new products and offerings being introduced at a hurricane speed. Singer’s digital marketing team has supplied this demand by bringing the latest news and products to the online world. Customers are increasingly reliant on the Singer Facebook page to find out about product announcements and deals. The Singer Website, which doubles as an online store is a valuable counterpart to the Singer Facebook page as both are accessible online to provide a seamless customer experience. A genuine connection with audiences has enabled Singer to rise above the competition and clutter online.
Singer’s aim is to maintain a similar service excellence online to that which customers receive across Singer’s island-wide retail network. A dedicated team responds daily to all queries and complaints made through the Facebook page and provides real-time interactive customer service online.
Brand loyalty for digital media products such as smartphones and laptops is being built online as opposed to traditional media channels. Singer has responded to this trend by including Facebook into the marketing mix. The recent launch events for the Huawei Ascend P6 and the Sony Xperia Z2 smartphones as well as the Singer Fashion Show and Loyalty Card Launch were streamed live on the Facebook page to enable fans to virtually experience the events.
The difficult task of retaining Facebook fans has been achieved by Singer due to such initiatives.
Singer further devised interactive campaigns to communicate with the technologically savvy customer presence online. For the pre-launch campaign of the brand new Huawei Honor 3C phone, Singer Facebook fans were asked to study the features of the new phone and guess the price. An overwhelming 7,000 site visits were recorded on the day and new phones were gifted to the five winners.
A brand as enduring as Singer has crossed borders and generations with statistics indicating that there are Singer fans logging into the Singer Sri Lanka Facebook page from the USA, Bangladesh, Qatar, UAE and India. Singer is able to serve its overseas fans and customers through the Singer Website and Facebook page.
