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Since social media is the hot topic that is becoming so ubiquitous in our everyday lives, we thought it was important to check in with customers to get their thoughts. How do they interact with retailers via social media? How would they prefer to interact? What value are they seeking from their interactions with retailers via social media?
As part of a study of nearly 10,000 visitors to the biggest e-retail websites in the United States, Fore-See Results wanted to use the methodology of the American Customer Satisfaction Index (ACSI) to examine these issues, because the ACSI is able to show how different elements of a shopper’s interactions with a company (including on social media) impact their purchase intent, loyalty, and recommendations.
Key Findings:
What we found is validation that social media is a viable marketing strategy when we understand what our customers want and know which social media platforms they frequent.
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56% of shoppers to top e-retail websites who interact with social media websites have elected to “friend” or “follow” or “subscribe” to a retailer on a social networking site like Facebook, Twitter, and YouTube.
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Facebook is, by far, the best place to reach shoppers—both because it’s where they already are, and it’s where they want to hear from retailers.
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Customers mainly interact with retailers on social media sites to learn about products and promotions— a marketer’s dream come true.
You can download the report (U.S & U.K) and learn more about these findings in more detail at: http://www.foreseeresults.com/Form_RetailSuccessSocialMedia_2010.html
Also check out Kevin Ertell’s blog (Retail: Shaken Not Stirred) post: 3 steps to a more effective retail Facebook presence
