Shoppers prefer the shop
33 per cent of the consumers don't understand why brands are using social media (having a Facebook fanpage etc.) compared to 18 per cent saying they don't understand why retailers use social media. Dare we conclude that customers will rather communicate with the high street shop than the brand's head office in some remote place - at least when talking about social media.
|Reason to use social media||Why shoppers think |
companies do it
| What shoppers want |
|See what customers are saying||34%||23%|
|Find info about their customers||29%||24%|
|To stand out from their competitors||25%||18%|
|To connect with people||25%||23%|
|To bring the brand to life||23%||20%|
|To tell med something new||22%||32%|
|To help me have some fun||7%||12%|
The retailers' websites are more popular
It's not only the retailer's Facebook page which is more popular than the page from the brand's head office. The online shopper will rather visit the retailer's website than the brand's website. Again local is better than global.
Shoppers might not always see the great idea behind a company's online presence but they do visit both our social media pages and our websites. Thank Good. The purpose why shoppers visit a social media page and website is nonetheless quite different.
|Reason for contacting companies||Website||Social media|
|To make a purchase||63%||6%|
|News about products||51%||13%|
|Find the best price||55%||8%|
|Get loyalty award||44%||7%|
|Offers, discounts, vouchers||43%||10%|
|To make a complaint||42%||6%|
|To get news||38%||11%|
|See what others have bought||26%||15%|
|Share thoughts, join a forum||14%||29%|
|To fell part of a group||12%||32%|
One in ten who follow a brand on Facebook is doing it in order to get a discount, exclusive price or to participate in a competition or to get news. Only 6 per cent do it to make a purchase which shows that Facebook isn't a place of commerce but a place of social interaction.
Read Windows on shopping in evolution by Shoppercentric.