Social media in retail: an application in the baby clothing sector

Retailers are currently being influenced by digital platforms, leading companies at a global level to stagger in each of their commercial activities. The objective of this research is to identify which social media strategies are suitable for a baby clothing retail company. The methodology used in this research is descriptive with a mixed approach in order to collect information through qualitative and quantitative methods. For which a survey was carried out with 10 questions on a Likert scale, through Google Forms to clients. Likewise, an interview was carried out that helped to know the strategies applied by the company, with 9 open questions. Resulting from the quantitative point of view, there is 48% acceptance of the content disclosed on digital platforms and 46.6% of those surveyed find it pleasant to recommend the brand to acquaintances or relatives. From the quantitative point of view, assertive communication is identified responding to concerns such as presenting products on digital platforms without neglecting the level of attention both internally and externally as a strategy of convincing and continuous improvement, all this supported by the community manager. It is concluded that the company has an excellent synergy with its clients influenced by its content in the networks and the adequate attention in Online sales.