Vineet Chugh on how influencers are reshaping brand narratives in retail tech space

QueueBuster POS is the next-gen POS platform that enables a diversified all-in-one point-of-sale solution for managing billing, inventory, Khata (Digital Ledger), payments, CRM, eStore, loyalty program, and much more.

In conversation with Adgully, Vineet Chugh, Head of Marketing, QueueBuster POS, speaks about how influencers are reshaping brand narratives and driving consumer behaviour in the retail tech space, the importance of choosing influencers who are aligned with the values of the brand, demographics, and goals for impactful collaborations. He also discusses how influencers’ endorsements convert to higher engagement rates and customer loyalty, creating measurable value for brands and more.

How are influencers reshaping brand narratives and driving consumer behaviour in the retail tech space?

Influencer marketing has reshaped how brands connect with consumers, especially in the retail tech space. Today, influencers are a key part of the media mix for industries across B2C and B2B, and retail technology is no exception. Influencers extend a brand’s reach to a broader audience, often demonstrating products more effectively and authentically than a typical 30-second ad, creating a more relatable and trustworthy experience.

In the B2B space – particularly for retail tech and SaaS products – influencer-led content doesn’t just promote products; it educates audiences on business practices and retail optimization strategies. These influencers bridge the gap between businesses and consumers, transforming traditional product narratives into solution-driven conversations. Through authentic storytelling and practical insights, influencers make complex retail tech solutions approachable, actionable, and relevant.

Why is it essential to choose influencers aligned with the brand’s values, demographics, and goals for impactful collaborations?

Choosing influencers aligned with a brand’s values, audience demographics, and goals is essential for creating authentic and impactful marketing in the retail tech sector. When influencers genuinely understand and believe in the technology they are promoting, their content resonates more deeply with their audience. This authenticity is critical in retail tech, where trust and credibility are paramount. A well-matched influencer ensures content that directly addresses the target demographic’s needs and aspirations.

Unlike traditional endorsements, where any celebrity might promote a product, influencers typically specialize in specific industries or niches, allowing them to add informed insights. For instance, a tech-savvy business influencer is far more effective in demonstrating software, apps, or business tools than a lifestyle influencer. This alignment goes beyond demographic fit; it involves shared values, compatible communication styles, and similar business philosophies, making the collaboration both relatable and credible.

How do influencers’ endorsements convert to higher engagement rates and customer loyalty, creating measurable value for brands?

Strategically executed influencer endorsements drive significant value for brands. This type of content acts as a testimonial, product demo, and promotional tool all at once, offering users an interactive introduction to a brand’s products or services in a format that’s both engaging and widely consumed today. For retail technology products like QueueBuster POS software, influencer content showcasing practical applications often yields high engagement metrics, with followers more likely to comment, share, and reach out via DMs. This increased engagement leads to stronger brand recall and higher consideration.

While customer loyalty is ultimately built through the quality of the product and service itself, influencers play a key role in driving awareness, consideration, and initial trials. Their personal experiences resonate with audiences, fostering trust and sparking interest. True loyalty, however, stems from how well the product meets customer needs and consistently delivers value, turning initial engagement into long-term brand relationships.

How has the growth of retail tech companies been affected by adopting influencer marketing as a tool for boosting sales & brand visibility?

Influencer marketing has proven to be a valuable tool for boosting brand visibility and driving sales for retail tech companies. Unlike traditional marketing, influencer marketing works best when integrated with other digital efforts, such as a strong website, optimized SEO, and active social media presence. When users discover a product through an influencer, they often explore the brand further on its website or social media. That initial interaction must leave a strong impression – after all, ‘the first impression is the last impression’.

Retail tech, fintech, edtech, and similar industries have experienced growth with influencer partnerships, as these collaborations build awareness and generate interest, leading to increased website traffic, app installs, and ultimately, sales. At QueueBuster, for example, we saw a 10% rise in website visits after implementing influencer marketing, demonstrating its impact on engagement and reach.