In this guest article, Victorinox Head of Global Channels Thomas Bodenmann talks about how social media can be an effective tool to inspire and inform travellers about products and brand stories. He also assesses how Victorinox is leveraging the USPs of different social media channels to recruit new customers and engage with the Victorinox community online.
If it’s not on social media, it didn’t happen. Most people are stuck to their phones, learning, laughing, making connections, making money, and of course spending it too. This has been the norm for a number of years, but COVID has certainly heightened social media use.
According to m1nd-set consumer insights released last year, consumer expectations are evolving. Almost two-thirds of travellers spend more time on social media than they did pre-pandemic and they are expecting to meet the brands that they love there. Updating social media is as part of the journey as is online check in – in fact, the boarding pass itself is often posted online.
At over 135 years old, Victorinox has a rich history and strong traditions. However, we are always looking for the latest ways to engage with travellers of all ages.
With almost two million followers across platforms, the @victorinox handle is an additional mouthpiece for the brand. Through our social channels, we build a community that allows shoppers to interact closely with our brand and learn more about the products that they love. It is a symbiotic relationship where the followers inspire the brand with their thoughts and questions, and Victorinox inspires them with continuous innovation and creativity.
Victorinox reaches out to travellers on TikTok, YouTube, Facebook, Instagram, Twitter, Pinterest and LinkedIn by sharing stories with them, being their lifestyle guide, inspiring them to see the world, and shining the spotlight on them.
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Telling strong stories
This year Victorinox celebrates 125 years of the Swiss Army Knife, with the release of a replica of the original 1897 Officer’s and Sports Knife, celebrating its heritage. Social media gives us the opportunity to tell the story of the Swiss Army Knife through engaging, moving content that harnesses the power of influencers and the Victorinox team, exciting both collectors and army knife novices.
Social media doesn’t just let us to tell stories about products. The products themselves, from fragrances, to travel gear, watches and Swiss Army Knives enhance the social media journey and traveling experience that consumers document online. Victorinox is with travellers every step of the way and due to the quality and aesthetic appeal of our products, providing them with creative content to post on their own social media channels.
This user generated content is key to how Victorinox maintains and expands its digital leadership. Our followers are considered as virtual ambassadors, and they are proud to act as models for products that they know they can trust.
The ultimate lifestyle guide
On Instagram and Facebook, Victorinox shares useful hacks and tips to make travellers’ lives easier. From the outdoors adventurer who wants to know how to sharpen a pair of scissors to the fashion forward OOTD (outfit of the day) poster enquiring about how many colours the Spectra 3.0 carry-on bag comes in.
Our social media audience responds well to content that reflects the practicality and convenience that comes with Victorinox products. Let’s take the story of Virginia for example, an architect who travels the world sketching city guides. Virginia brings home bulky architecture books from her travels, so the expandable Spectra 3.0 hardcase and the great organization of Architecture Urban2 bags are just what she needs. YouTube is a strong platform for sharing stories like this, which shows an unboxing of new products, how to use these products and where they fit into their lives.
See the world
Social media already heavily influences where people travel so it makes sense that what people purchase on their travels will be similarly influenced. The hashtag #travel, at any given time, can give thousands of results.
Victorinox wants its audience to enjoy travelling with its functional travel gear for worry-fee travels. This high-quality approach makes the products wonderful companions for life. Our TikTok showcases creators from different parts of the world sharing their travels and taking in the culture of various destinations. This inspires more people to pack their bags and visit somewhere new and participate in travel retail while they are at it.
Shining a spotlight on consumers
For us, social media is a two-way conversation. Travellers speak to the brand, tell Victorinox where they are and what they have bought and use the hashtag #MyVictorinox for the opportunity to be featured. For the chance to be seen by almost 250,000 followers on Instagram, travellers take editorial level photos of Victorinox products – share key product information, prices and availability as well.
Victorinox increased its experience and expertise in the travel business over the years. We have built a like-minded online community of travelling Victorinox fans that continues to grow every day and is a powerful marketing channel in its own right.
As a means of reaching consumers throughout the travel journey, travel retail has steadily embraced digital. The importance of social media with regards to building a brand’s image, gaining consumer insights and reputation management, cannot be stressed enough. However, we also need to consider how it can bolster travel retail.
Lifestyle brands cover both travel and retail in the channel. These brands are with consumers at all points of the travel retail journey, both offline and online. Consumer not only take Victorinox products with them from check in to destination but post them online as well. For younger generations specifically, there is almost no trip without online evidence of all their exciting adventures.
Travellers may not be able to experience direct human engagement, in-store service or travel retail exclusives online, but social media can lure them there. By communicating effectively through strong social media channels, key influencers and consumer stories, Victorinox not only reaches out to travellers but allows them to reach back.
Note: The Moodie Davitt Report’s portfolio of titles included Lifestyle Curated in association with Victorinox, a regular eNewsletter series that offers a selection of stories focused on the key lifestyle category in travel retail and beyond.
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