Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
IREU Merchandising Report 2019

IREU Merchandising Report 2019

You are in: > Home > Themes > Mobile

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Top retailers failing to capitalise on growing social media influence as Instagram love starts to fade

Linked InTwitterFacebookeCard
Social Media Shopping and influence are increasingly being missed by retailers
Social Media Shopping and influence are increasingly being missed by retailers

An industry report has found that almost a fifth of leading UK e-retailers are missing out on potential sales due to a lack of connection with their customers’ extended social circles.

 

These figures have worsened since a similar study was carried out 12 months ago.

 

The research forms part of leading ecommerce agency Visualsoft’s annual e-retail performance report, which assessed 250 of the UK’s leading brands across a range of sectors. It found that 17% of those analysed were missing out on valuable business by neglecting to add clear social sharing options for their customers’ purchases - a 4% decline year-on-year.

 

The figures are concerning, especially when taking into account that the report also found the average number of ecommerce social media followers has grown exponentially over the last 12 months – even doubling for networks such as Twitter, YouTube & Pinterest. Social networks are now the number one influencer for online customers, according to a survey by PWC.

 

More worryingly, Instagram has been left by the wayside. Despite its in-built shopping feature and inherent image sharing capabilities presenting a clear opportunity for retailers to connect with potential shoppers, Visualsoft reported that 2018 saw an average increase of just over 4,000 followers.

 

Head of social at Visualsoft, Daniel Dixon, explains: “More and more people are using social media to research and influence their purchasing decisions. However, our research has found that, despite many social platforms offering features for brands to engage natively, the UK’s biggest retailers are failing to capitalise on this.

 

“Retailers should be ensuring that the facility for sharing purchases and wishlists is made as accessible as possible, to maximise the potential reach of the brand. By encouraging ‘user-generated content’, whereby customers share images of the products they have purchased, they can potentially connect with a far wider customer-base which has in some cases been left completely untapped.”

Linked InTwitterFacebookeCard

The InternetRetailing Newsletter

A curated update containing news analysis, reports, podcasts and opinion - completely free and delivered three times weekly

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter