Retailers can make use of social media to boost sales, customer service
Social media may have started out as a tool for users to share photos and keep in touch with friends, but it is now proving to be a useful resource for business as well. Retailers can take advantage of these platforms to bolster sales among current and potential customers, as well as research and retain data pertaining to consumer shopping behavior. As customers are increasingly using these websites to purchase items and services, retailers are beginning to realize the potential the platforms hold.
UK customers want to use Facebook for shopping
Although it is not yet widespread in the retail commerce industry, there is evidence that consumers are willing to use social media sites, such as Facebook, to purchase items and services. Internet Retailer cites recent research by TNS Omnibus, which found a significant number of shoppers could see themselves doing business with a retailer through Facebook. While only 4 percent of the respondents surveyed stated they had used the site to buy from a company, approximately 25 percent said they would be be open to the idea of shopping on the site. Thirty-five percent said they expect they will purchase more than 10 percent of their products and services through Facebook over the next three years. The report also states that online retail sales in the U.K. through the social site could reach £3.1 billion, or $4.84 billion, by 2015.
Facebook retail could change the landscape
There is strong evidence that indicates retail purchases made by Facebook could significantly change the commerce landscape, if it hasn't already. According to The Guardian, social media sites can also be used for connecting with shoppers who prefer to use that purchasing channel. If retailers decide to integrate a Facebook commerce option, then steps should also be taken to reach out and interact with consumers through the site.
Business 2 Community states that it will be retailers who lead to way for social media purchasing methods. Companies will begin to realize the benefits of operating a site, as it allows for better connections and shorter response times, leading to higher shopper satisfaction. But in order to do that, they must also be willing to conduct analytics, provide customer service and engage in effective marketing strategies to be able to maintain a successful Facebook presence.
