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BizReport : Social Marketing : September 29, 2014

Impact of social media on shoppers waning

'Buy' buttons on Twitter, social commerce on Facebook - you would think that social is the ideal environment for online shoppers - but is it? According to new research from Capgemini, the impact of social on consumers' shopping journeys is waning.

by Helen Leggatt

Capgemini's recent 'Digital Shopper Relevancy Report', for which 18,000 online shoppers were polled, found that consumers are not as keen as often implied when it comes to following retailers and researching new products on social media compared with two years ago.

"Despite the surge in Facebook's ad revenues and marketing innovations like Twitter's new 'Buy' button, there is definitely a question mark over where and how 'social' fits into the shopper journey," says Kees Jacobs, global digital proposition lead, Capgemini Digital Customer Experience.

Instead, says Jacobs, social media is most effective during the 'awareness' and 'choice' parts of a shopper's journey.

"Our report suggests that retailers still have work to do at every stage of the purchasing journey in order to make social media play a useful, valuable role in buying a product or service," added Jacobs.

Other key findings from the report include:

- Physical stores continue to be the preferred place for point-of-sale (72%);

- 67% believe the Internet is the preferred shopping destination;

- 14% of shoppers say physical stores have become less important to them;

- 51% say they will spend more online than in-store in the future.

According to recent research from Offerpop, social is being given the thumbs up from retailers for the 2014 festive season. Their survey of 120 marketers found that the majority intend to increase social media budgets to take advantage of new social commerce tools.

Image via Shutterstock

Tags: ecommerce, shopper journey, shopper trends, social media

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