Study: More consumers incorporating social media into shopping experience
CHICAGO — Almost 100 million Americans use social media to shop, according to a new survey.
Agency network Leo Burnett Worldwide and its marketing services arm, Arc Worldwide, released results of the "SocialShop" study Wednesday showing that 95 million Americans, or 42% of Americans, are shopping through social media, while almost 73% of people are using social media more than a year ago.
The study found that people of all ages are using such social networking sites as Facebook, Twitter, YouTube and Groupon as shopping tools. This includes 42% of social shoppers who reported using Facebook more than they did a year ago, while 55% are using daily deals more, and 46% have increased engagement on review sites and forums.
"It’s no secret that social media is top of mind among brands," Leo Burnett/Arc Worldwide SVP and strategy director Masha Sajdeh said. "What isn’t widely known is how brands should use social media to serve the needs of shoppers."
The study found that 44% of shoppers had stopped interacting with brands on Facebook due to a lack of relevant or valuable posts, indicating that using social media in the wrong way can have a bad effect on relationships, the Leo Burnett/Arc Worldwide study said.
The study then broke social shoppers down into six archetypes:
- "Savvy Passionista:" The Social Trendsetter, a heavy social shopper who uses social media channels to stay connected with favorite brands;
- "Opportunistic Adventurer:" The Daily Dealaholic who looks out for fun and unexpected deals;
- "Quality Devotee:" The High Maintenance, High Standards Shopper who seeks out the best products available and uses social media to shape purchasing decisions and validate decisions;
- "Strategic Saver:" The Black Belted Negotiator who uses social media to comparison shop and sticks with favorite brands;
- "Efficient Sprinter:" The Few Dollars Shorter, Several Minutes Richer Shopper who looks to save time; and
- "Dollar Defaulter:" The Dollar Sign Connosieur who looks for the cheapest products available.
"People assign a different purpose and expectation to each social media channel they use," Sajdeh said. "Once marketers understand how people use social [media] to shop, they can hone their marketing strategies and cater to different shoppers’ needs to drive engagement now and in the future."
Through social media marketing, marketers can create entire pages about products through which shoppers can interact with the marketers. This not simply benefits the marketer, as they are able to reach huge number of customers by way of social media, it benefits most effective and quickest as they acquire more information about this company and the merchandise. Also, online marketing is affordable, and there's no time-delay in emailing the consumers.
Aside from social media, more and more people will incorporate mobileapps to enhance their shopping experience. More and more reviews and recommendations will be asked & shared live or in real-time by leveraging social media checkins. Hopefully, more and more local businesses will be able to tap social media and mobile to grow their sales and strengthen customer loyalty. Celina M http://www.jabberly.com Mobileapp for Local Socializing & Networking
Point-of-purchase research: 76% of buying decisions still being made in store
CHICAGO — Merchandisers angling for that impulse purchase take heart: As many as 76% of buying decisions are being made in the store, according to research published Wednesday from Point of Purchase Advertising International. The findings are part of POPAI’s "2012 Shopper Engagement Study."
“The findings from POPAI’s ‘2012 Shopper Engagement Study’ clearly tell us that as in-store and shopper marketing professionals we have some areas for opportunity and improvement,” POPAI president Richard Winter said. “Even as other emerging mediums and technologies alter the path to purchase landscape, this study underscores the importance of planning the in-store experience to win over shoppers where it matters most — the point of purchase.”
Even armed with the shopping list put together at the kitchen table, it turns out that more shoppers are using in-store marketing and branding cues to make an overwhelming portion of their purchase decisions, POPAI stated. The study found that nearly 1-in-6 brand purchases are made when a display with that brand is present in the store. When asked if they recalled seeing any in-store displays, 56% of shoppers indicated that they did recall seeing in-store displays, with endcap and free-standing displays being cited most frequently.
The study also determined that shoppers who use debit/credit cards are more susceptible to impulse purchases and make more decisions in the store. The average shopper misjudges the amount he or she will spend — whether high or low — by 35%. Even when accounting for impulse purchases, 57% of shoppers still spend more than they planned, POPAI stated.
The product categories in supermarkets with the highest brand lift were toaster pastries, pickles/relish, dishwashing soap and pet supplies.
To determine the in-store decision rate purchases based upon both pre- and post-shopping, interviews are broken down into four different categories — specifically planned, generally planned, substitutes and unplanned. The in-store decision rate is calculated by taking the sum of the purchases that fall under generally planned, unplanned and substitutes categories.
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Duracell extends Olympic program with new song
BETHEL, Conn. — Duracell is extending its "Rely on Copper to Go for the Gold Olympic Games" program to unveil an exclusive and original song created for Team USA.
"Champions," performed by recording artists O.A.R. and B.o.B., is available as a free download to all of Team USA and consumers on Duracell’s Facebook page, where they also can view the official music video starring the artists and Duracell’s partner athletes, including Dwight Howard (basketball), Hunter Kemper (triathlon), Diana Lopez and Mark Lopez.
"Whether in MP3 players, wireless headphones or docking stations, batteries power the music that motivates and inspires these athletes," said Volker Kuhn, general manager for Duracell North America. "We thought if we could not only power their music devices, but also create a song for them that would hopefully inspire their road to London, then that would be the ultimate gift."
The "Rely on Copper to Go for the Gold Olympic Games" program gives consumers a portal, the Duracell online Virtual Stadium, to provide encouragement for the athletes through videos, pictures and texts as they train and compete for the Olympic Games in London.
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