Recently we’ve done a few posts on how social media and other digital tools influence what consumers are buying – particularly impulse buys. Today we’re going to look at what digital sources influence where consumers are shopping.
• Social media has the highest amount of influence of all digital tools when it comes to where consumers shop. 44% of shoppers say that social media has been a determining factor on the stores they make purchases from.
• 42% of shoppers said that product reviews and recommendations influenced where they shopped. Over 40% also said that pre-shop brand specific web sites swayed their decision
• Four in 10 consumers say that shopping apps weighed into their choice
• Almost 40% said that retailer emails persuaded them to shop where they did
• 36% of consumers indicated that social media posts from brands made a difference in the businesses they patronized
• Over 20% were influenced by downloadable coupons
What Does This Mean To You?
Consumer’s use of social media can be a very good thing or a very bad thing for your business.
Your social reputation can have a big impact on whether you get the customers or they shop at one of your competitors. Unresolved issues and unanswered questions are can cost you business.
The holidays are a busy time of year and shoppers are already under spending and time pressures. If other shoppers are leaving negative information about your business, how likely are they to shop with you? But, if they see other shoppers have great things to say about your store, your staff and how easy the shopping experience is – it’s just one more reason for them to visit your store
over the competition. The holidays represent, on average, 20% to 40% of retail annual sales. A bad social reputation can put you in jeopardy of not getting your share of holiday spending. For more information on how to improve you social reputation and see results, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: The Ryan Partnership; Ipsos