Company News • 23.10.2015

Social media remains an important tool for retailers

Almost all online retailers use social media

This is what the integration of a buying option on Facebook could look like....
This is what the integration of a buying option on Facebook could look like.
Source: Facebook

Social media is a great way to stay in touch with customers and to respond quickly to questions and problems. This has also been recognized by many German retailers. Online retailers in particular are focusing on social media.

According to a recent study by the EHI Retail Institute in collaboration with Statista almost all German online shops are active in social networks. The network most used is Facebook (which is also the network used by the most customers). 90.5 percent of the retailers have an account here. A surprising result: With 78.2 percent Google+ is the second most widely used network - which, however, is not reflected in the number of users on the customer side. Here Google's own network can be seen as not really significant. Many retailers also maintain a Twitter account (72.2 percent) and 69.1 percent are also active on YouTube.

The study also shows that many fans only want to follow the major brands and shops on social networks. A relatively small number of shops has very high numbers of fans, the majority of shops only reaches a relatively small number of customers. Thus it can be said that the larger the shop, the wider it’s reach in the social web.

Opportunities for direct purchase offer new potential - also on Facebook?

Given the number of users it can be considered safe - according to the study - that there is no significant growth potential left. But new approaches should allow retailers to make more of their own social media presence. The authors of the study see those potentials mainly in direct shopping offers within the networks, like Pinterest provides with its "buyable pins" and Instagram does with the "shop now" button.

Whether this direct integration of a buying opportunity will actually be received well by users is by no means certain. Facebook already experimented with something like that several years ago but has let the project rest last due to negative feedback. According to a report of futurebiz.de shop integration into the mobile views of Facebook pages is currently tested once again, with the network also using "buy buttons.

Reaction of users remains to be seen

Despite the negative experiences of Facebook, it looks very much like online shops could open up new potential by integrating the buying opportunity in social networks. Users are surfing on these pages anyway to inform themselves about brands, companies and products. Direct shopping in the social network, therefore, seems like a logical next step. But it still remains to be seen how the operators will implement these options and how the corresponding features are received by users.

Author: Daniel Stöter, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Leveraging the smartphone – mobile shopping...
13.06.2019   #mobile shopping #mobile couponing

Leveraging the smartphone – mobile shopping

67 percent of consumers are likely to shop with a retailer that offers mobile coupons

The proliferation and convenience of mobile devices has completely changed shopping behaviors and elevated customer expectations.Mobile shopping will continue to grow as 41 percent of consumers in the BRP Consumer Study indicate they plan to ...

Thumbnail-Photo: Overspending is common when shopping online
25.06.2019   #online trading #customer analysis

Overspending is common when shopping online

Report on digital spending and its impact on American's credit card debt

About 2 in 5 (42 percent) of consumers admit blowing their budgets while online shopping in the past 6 months, according to new research from CouponFollow, an online couponing platform. The new report surveyed over 1,700 American consumers on their ...

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Thumbnail-Photo: Post-purchase communication: Well-informed customers are happier...
21.05.2019   #customer satisfaction #customer relationship management

Post-purchase communication: Well-informed customers are happier

Shipment tracking options and convenient returns management solutions

Harald Mösel from b.telligent asserts that retailers can set themselves apart from the competition with positive, unique post-purchase experiences. In this interview, he illustrates how companies can utilize post-purchase communication to ...

Thumbnail-Photo: Over fifty retailers demand chancellor fix business taxation...
20.08.2019   #brick and mortar retail #financial accounting

Over fifty retailers demand chancellor fix business taxation

High Street chains and shops sign a letter over business rates

Over fifty major retailers have come together to demand the Government takes action to fix the broken business rates system. In a letter to the new Chancellor, Sajid Javid, retailers called on the Government to put business rates at heart of the ...

Thumbnail-Photo: Crisis management in retail: Making a mountain out of a molehill –...
18.07.2019   #online trading #brick and mortar retail

Crisis management in retail: Making a mountain out of a molehill – what now?

How retailers should prepare for crisis communication

A lengthy order, a faulty delivery, an unsatisfactory customer service - all this is quickly evaluated and spread on the Internet and can have negative consequences for the retailer. We talked to Alexander De Ruiter from OBI4wan about the tasks ...

Thumbnail-Photo: The POS TUNING Pizza Presenter
24.07.2019   #product presentation #refrigerated shelves

The POS TUNING Pizza Presenter

The presentation solution for round pizzas in the chilling area

At the point of sale, customers can only buy what they see. This is the motto of POS TUNING from Bad Salzuflen, the solution provider for optimized product presentation at the point of sale for almost all product categories.The POS T Pizza Presenter ...

Thumbnail-Photo: 91% of SMBs think customer reviews are critical...
25.07.2019   #customer satisfaction #customer relationship management

91% of SMBs think customer reviews are critical

Survey about online customer reviews on platforms

Uberall, Inc., a location marketing solution for businesses, released new data on how small- and medium-sized businesses feel about online customer reviews across platforms like Yelp, TripAdvisor, Facebook, Instagram, Google and more. For the ...

Thumbnail-Photo: Digital food retail: customers expect more personalization...
07.06.2019   #personalization #food delivery service

Digital food retail: customers expect more personalization

New research sponsored by precima shows retailers must act quickly to develop a detailed understanding of shopping missions.

The fast-changing dynamics of the food retailing environment continue to challenge companies to keep pace with fast-changing shopper demands. The latest of these shifting shopper requirements involves their behavior on digital platforms and is ...

Thumbnail-Photo: Creative Retail Awards shortlist announced at RetailEXPO...
24.05.2019   #displays #design

Creative Retail Awards shortlist announced at RetailEXPO

Innovative, inspirational and forward-thinking retail display and design

The Creative Retail Awards, which recognise and reward innovation and excellence in worldwide retail design, released the shortlist for their 2019 Awards at RetailEXPO, Olympia London last week.The Awards received hundreds of entries from around the ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn