Online retailers' "friends" and "followers" want something in return

Foresee Results' survey of 10,000 shoppers on the top 40 retail websites found that, of those who used social media, over half (56%) have connected with a retailer on sites such as Twitter, Facebook and YouTube.

These are, no doubt, some of a retailer's most loyal customers. They are much more likely to be satisfied with their online experience and more likely to make repeat purchases. But what do they want in return for their loyalty?

According to Foresee's findings, the main reason consumers interact with retailers through social media is to learn about special offers and sales (49%). Product information was the second most popular reason (45%) followed by customer support (5%) and other (1%).

It appears that while social media is all about content and engagement, consumers are also looking for a reward for their loyalty. Perhaps marketers need not fear being too "salesy" on social networks after all.

So, what does Kevin Ertell, Vice President of Retail Strategy at ForeSee Results and author of the report, advise? "Get a Facebook page! Make sure you have someone to monitor it and post good, timely information. Promote it to your most loyal customers through your regular communications venues (emails, ads, stores, coupons, etc.). Use your Facebook page to post promotions and product information."

Tags: e-commerce, loyalty marketing, online retail, online retailers, research, social marketing, social media