For retailers engaged in the social media sphere, customizing their approach with social and mobile strategies is leading to social commerce success. The 2012 Social and Mobile Commerce Study, a joint research project by Shop.org, comScore and The Partnering Group, outlines that as social media continues to grow, retailers are actively evaluating where their customers want them to be.
When it comes to what spurs consumers to follow retailers on social media platforms, the study found that finding good deals is still the leading reason, but that deals and promotions have lost a little bit of their luster.
This year, 51 percent say they follow a retailer to get information on deals and coupons, down from 58 percent who said so last year. Four in 10 (43%) say they are looking for product information and 36 percent want to post/read comments about merchandise or services.
Additionally, three in 10 consumers who follow retailers via social media say they are actively looking for information about events (34%), current trends and ideas (31%), or photos and videos (30%), such as “how-to’s” and styling ideas, as well as expert opinions (27%).
Also read the related content and insights here on Social Commerce Today including some great suggestions on evolving strategy for social media.