Have you ever thought about how much time you actually spend on social media apps on your phone? How often you check Facebook, Instagram or Twitter? Beyond seeing what you’re friends are up to, these platforms have transformed into tools that we use everyday to make decisions about everything from where to eat, what to do on any given night and what to buy, possibly without even realizing; however, retail marketers know how our buying decisions are influenced.
Social networking apps on smart phones have given retail marketers the chance to tap into customers’ key purchasing decisions while they are on the go.
“Retailers are going to have to come to the conclusion that mobile is just an integral part of the touchpoints with the customer.” – Johnna Marcus, Director, Mobile & Digital Store Marketing Sephora.
With 73% of Facebook’s user base accessing their app on a smart phone, many marketers have shifted their focus to the platform. The proof is in the numbers, Facebook garners the highest share of traffic (Ecommerce Quarterly) and conversion rate compared to other social networks such as Twitter, Pinterest and Linked In. What’s even more compelling is that 99% of retailers (BDO) focused their holiday marketing efforts, on the platform, which is telling of year-round efforts.
So how do shoppers use Facebook before or during their shopping experience? A recent report by Millard Brown unearthed some convincing figures on the platform’s role in the consumer path to purchase.
Mobile Research Before Purchase
With a wealth of information available to shoppers today, it makes sense that research showed that nearly two-thirds of shoppers spent less then a hour researching their trip. In most cases this lead to making a purchase within the next 3 days. Turns out Facebook was a key research tool, with 46% of people putting it to good use to look for deals and promotions before heading out to the store.
While Shopping In-Store
A mobile phone is one of the most powerful tools inside a retail environment and shoppers are using their devices to make key decisions while in-store. The data uncovered by Millard Brown pointed out that 65% of shoppers accessed their mobile to do something shopping related while in-store. Facebook was the highest used app for information search, and was accessed at 4x the rate of any other app, including search through a mobile browser. 60% of shoppers found that it had direct influence on their shopping experience. Pretty astounding.
What Does This Mean for Retail Marketers?
You can’t ignore Facebook’s ability to drive people in-store. Although there have been feathers ruffled on Madison Avenue over the true ability that brands have to reach their entire Facebook network, Facebook still provides undeniable access to consumers. Brands should focus on capturing consumers attention when they are in their “research” stage and create unique campaigns that drive them from mobile to in-store.
Source Metrics can help track in-store purchases that are the direct result of social media campaigns, like ones on Facebook. Learn how to bridge the gap between your online marketing and in-store sales and measure the direct financial return on any offer or promotion you run on Facebook that drives customers into your physical store.
