If you visit any store these days, you will probably be able to observe customers who are busy with their smartphones. They may be messaging a friend, checking their social media account, reading product reviews, or comparing the store's prices to the available online offers.
For many shops and retailers, it thus pays to question this behaviour and take a closer look at their business and marketing strategy.
We've come up with 10 facts to consider when coining your retail marketing strategy.
1.) In spite of any recent online shopping growth: "Only" about 13% of retail sales are e-commerce sales. (Digitalcommerce)
2.) 82% of smartphone users research purchases that they plan to make in a store online. (Forbes)
3.) The most common product categories that are researched online before buying offline are: Home appliances (59%), health, fitness, beauty (58%), toys & games (53%), electronics (41%), and baby products (36%). (Bazarrvoice)
4.) If your target audience is the highly coveted Generation Y, you should have your eyes set on Instagram and influencers. In a survey, 68% of 18-24 year olds said that they are more likely to buy something after someone they follow on Instagram passed it on. (European Business Magazine)
5.) Facebook inspires 72% of social shoppers and 56% of fashionistas when it comes to purchasing apparel. (Netbase)
6.) When it comes special occasion apparel, Pinterest influences 28% of women and Instagram 17%. (Netbase)
7.) In 2017, 97% of consumers searched for local stores online, 12% even daily. (brightlocale)
8.) 76% of those who perform a local search on their smartphones visit a store within 24 hours and 28% of those visitors buy something there. (Think with Google)
9.) Positive ratings make retailers trustworthier to 73% of consumers. And 49% of consumers require at least a four-star rating before deciding on a store. (brightlocale)
10.) Retail technology spending will increase by 3% over the next three years. Mobile devices are the driver for most surveyed retailers to deliver an engaging customer experience. (Business Wire)
One thing is clear: Social click-to-buy commerce is not the only way to generate revenues these days. It's not just about offering a click-to-buy link next to an offer on Facebook.
Our White Paper for Your Local Social Media Strategy
How can local companies and service providers optimally utilise social media in order to lure customers directly to the point of sale? The key is to connect the customer journey and various media such as social media in a meaningful way while adding value for the customer at the same time. In our white paper, "Social Media Marketing for Retail and Sales Organisations," we provide you with tips and best cases and help you exceed your previous in-store retail successes through a social media strategy in just 3 steps.