News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Retailers failing to maximize use of social shopping websites
Consumers today are increasingly discovering products via social commerce websites yet, according to new research from Kenshoo and DataPop, very few retailers are posting their products on such websites.
According to Kenshoo and DataPop's inaugural 'Search and Social Commerce Index', search sites such as Google and Bing continue to be huge drivers of traffic.
However, social commerce websites such as Pinterest and Polyvore are also driving sales, high quality sales, yet many retailers are not posting their products to such sites. Kenshoo's analysis of more than 40 retailers and their 2.9 million published products found that just 1.7% of products are being posted on social commerce properties.
Retailers are also missing out on product coverage by failing to post products within those categories that consumers search for most often. Just 7.2% of products in these categories were posted to social commerce sites.
And finally, retailers aren't tailoring their social content to suit search behaviors of consumers on social commerce websites. Most (70%) use product names for social post titles whereas most consumers are searching by product attribute such as color, material, style and even size.
"With search and social driving 54% of traffic to retailers' sites, the two have become the most important channels going into this holiday season," says Tal Halpern, product manager at DataPop. "Retailers should use the index to better understand the opportunity to merchandise across the channels, both through understanding the current industry benchmarks as well the industry opportunities."
Image via Shutterstock
- Big brands' ads found playing before ISIS YouTube videos
- Image-based social networks up their ad game
- Few help desk systems are cloud-based
- Survey: Phablets fastest growing mobile device
- Brands: How content should change your mobile strategy
- In-store sales down for Valentines finds report
- Top 3 tips for non-profits to succeed in digital
- Ad RoundUp: Partnerships increase ad support across channels
Featured White Papers
- Measure What Matters: Five Features to Enable Now On Google Analytics
Google Analytics is an excellent tool for gaining insights into user behavior and gathering data for site optimization. Unfortunately, in...