Tagged: social commerce
Digital and social Christmas shopping
There’s now more than 1 billion smartphone users, 7.3 million daily Instagram users and 6.9 million on Twitter and 3.2 billion likes and comments on Facebook every day. So, how will these socially-savvy user be shopping this Christmas?
1. Millions of 2012 shoppers will be armed with a smartphone
Ok, you’ve psyched yourself up, you’re off out to do the Christmas shop – armed with your all-important smartphone. When you get into the shop – do you whip it out to do some research around prices? If you spot the perfect present do you make a quick purchase on your mobile? You’re in good company…
- 45 million smartphone owners access shopping-and-commerce apps each month.
- Almost half of UK smartphone owners have used their device to research product information before or during a shopping trip.
- 10% of all in-store retail sales in December will be influenced by smartphones.
- More than 50% of smartphone owners say that they use their phone when shopping to do things such as take photos of products, compare prices across the net, scan barcodes for further product information, search for reviews and look into product specifications.
2. Pinners are on the up
Are you a lover or a doubter of the power of Pinterest? Whatever your stance, the platform seems to be leading the way in influencing e-commerce.
- Pinterest users follow an average of 9.3 retailers on the site, compared with 8.5 by Twitter users, and 6.9 by Facebook users.
- 70% of Pinterest users signed up to the platform primarily to search for items to buy themselves – take a peak at your partner’s pins for some festive inspiration!
- 25% of Pinterest users report having purchased a product or service after coming across it on Pinterest.
- Pinterest manages to influence more sales (10%) than Facebook (7%).
- 15% of Pinterest users have used the platform to make a purchase via their PC and 13% via their mobile (c/o GlobalWebIndex).
3. A recommendation is worth its weight in gold
Online recommendations have shape-shifted as social networks have changed – but the power of the word-of-mouth is as strong as ever…
- 90% of people believe brand recommendations from friends.
- 71% of consumers are more likely to make a purchase if influenced by a friend via social platforms.
- 62% os those surveyed by ConsumerSearch.com count on social media, including user reviews and online wishlists, as well as a variety of content on Facebook, Pinterest, and Twitter to make their Christmas purchases.
- It’s not just friends who can influence a purchase – brands that engage with customers can expect to see up to a 30% sales increase.
4. Bloggers become gift gurus
Facebook is becoming over-fished, and net surfers are looking for new territory for honest reviews. Users are turning to bloggers for quality opinions on products now more than ever – and there’s a huge pay off for brands and companies.
- 93.3% made a purchase because a blogger had recommended the item.
- 81% of women trust blogs – that’s more than any other platform including Facebook and Twitter.
- 44% of ladies said their favourite blogger often influences their purchasing decision.
- 50% of blog readers admit that blogs help them make a well-informed buying decision.
Social Engagement vs Social Commerce
I’ve collected my thoughts on the SYZYGY debate I went to and wanted to write them up as it’s a subject that’s particularly close to my heart.
On Thursday I went to SYZYGY’s debate on ‘Cuddles vs Funnels’ which explored the approach of engagement and befriending your fans or taking a more straightforward approach to converting them into becoming buyers. The panel was a selection of the best and brightest – Dr Paul Marsden, Digital Insight and Innovation at SYZYGY, Nathalie Gaveau, Founder & Ceo of Shopcade, Mark Rogers, Founder of Sentinel Projects and Luca Benini, MD of BuddyMedia EU.
The statement that made me request a ticket in a hurry was “Burberry, Heinz, Ticketmaster and Zynga all sell successfully on Facebook whereas Gap, Nordstrom, JC Penney and Gamestop have shut up f-shop from lack of sales”. A firm believer in social engagement and the friendship between brands and fans, I was *so* intrigued to hear a panel of experts discussing and rooting for the opposite. Especially because it’s most client’s number one request for return on social.
“Does social commerce work? Is there a right way and a wrong way to try and monetise your fans? Or is it inappropriate even attempting to sell to your followers, instead focusing on improving engagement?”
The panel showed a strong preference toward the funnel side – which was a shocker for me. Mark Rogers believes that “cuddles should be between humans, down at the pub”.
Nathalie of Shopcade gave a beautiful demonstration on how it should be done as she took us through the social shopping application on Facebook and how Shopcade have made shopping online a social experience. The application not only recommends items by your friends and most trusted associates but also allows you to be a trendsetter yourself by sharing what you purchase. She said that she “believes ‘cuddles’ and understanding your customers in a deeper way leads to real sales”.
Luca Benini talked of using social engagement tools, such as Buddy Media, being able to identify and intercept your consumer’s moment of need. He told a brilliant story of a particular airline’s passenger running late, who’d tweeted frantically about missing their flight – the tool picked up the sentiment and their social influence, even though he hadn’t @ mentioned the company, and threw him to the top of the priority queue. The brand was able to get back to him and let him know which terminal to head to and who to speak to, reassuring him that they would be waiting and wouldn’t leave without him. He’s now one of the brand’s biggest advocates! This scenario is totally about cuddles for me – the cuddle and reassurance led to him becoming a regular flyer.
What was my takeaway?
It was *so* refreshing to attend a discussion that was actually extremely brave and current. Though I still believe in the power of cuddles, I now understand the importance of creating a branded experience that’s not just about being fluffy. Paul Marsden said “shift your focus on to the advocacy value of a customer, not just the revenue they provide” which really stuck with me – not that I ever like to put a monetary value on my community anyway, but it was brilliant to hear a social pioneer discuss the value of an online advocate.
You can watch the debate online if you’re interested in discovering more about the subject.
sophie loves social 