Mele’s Musings

Social’s influence on shopping is real, and savvy retailers are enabling it

More and more retailers are taking advantage of the power of social not just to listen to what customers are saying, but to provide improved customer service, communicate with them on a different level, and understand better how they buy.

innovation factory

Article links:

Can Social Networks Predict What You’ll Buy?
GOT 2 HAVE IT
How to Stop Losing Market Share to Amazon
Tech firms turn to social media to reach consumers
Viral video stars
A Cure for the Common Customer Experience
Shoppers Say Word of Mouth is Biggest Influence on Purchase of Electronics, Apparel Items

Musing: Too many good things here to talk about, but these articles show in detail how retailers are starting to harness social media, and understand how the value of social goes beyond a new place to put ads. They are realizing that it is a place where, if they can add tools, enable more connection between consumers and themselves - or between consumers and consumer - they can drive more sales, and more loyalty. American Eagle, for instance, has created tools that allow consumers to easily send outfits to their friends via the website to their cell phones - something teens are already doing in the store. Beauty.com is allowing customers to chat with their beauty consultants. Dell has used Twitter to sell over half a million in refurbished gear. In the end, the last article says it all - word of mouth is a huge influencer. Companies just have to figure out how to interact in the space in a way that adds value to the consumer experience.

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