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A new survey reveals that mobile and social media have a growing influence on retail purchase decisions. Here is a summary of the Consumer Insight Panel survey results conducted by Empathica, Inc. and published in a recent blog on Loyalty 360 (Loyalty Marketer’s Association):
- Half of consumers with smartphones have looked for online reviews about a retailer during a visit
- 55% of smartphone users have used their devices to check prices while shopping, and price comparison is the most common use for mobile technology in retail locations
- The next most popular uses for smartphones while shopping include scanning a QR code (34%) and writing a review (9%).
- 37% of consumers have used their mobile phones to visit a brand’s website
- Nearly 75% of consumers use Facebook to make retail or restaurant decisions
- Half of all consumers have tried a new brand due to social media recommendations
- 26% of consumers said they would definitely avoid shopping at a store if they read a negative online review; however, negative reviews don’t necessarily dissuade consumers from trying a brand if the overall online presence is positive
- Eighty-two percent of consumers are willing to engage retail and restaurant brands in online conversations if they believe it will improve future experiences, but only 62 percent believe that brands monitor online conversations and just 30 percent think that brands act on customer feedback.
The conclusion of the survey is that brands who are ignoring the use of mobile technology and social media are missing out on key opportunities to connect with customers. Also, monitoring, responding to and acting on customer feedback via social media is becoming more critical to building a loyal customer base.
As a retail owner, if you don’t understand how to implement an effective social media program or how to create a mobile presence, it’s time to find someone who does. It’s clear that retail brands that are effectively integrating these marketing tools are gaining an edge.
What mobile apps are your store using and do you track the traffic? What kind of results are you getting? How does your store effectively monitor, respond to and most important, act upon social media feedback?