Shopping is an incredibly interactive experience with many elements that can sway our decision making, from the visual sharing of photos to the opinions and recommendations that our friends and family give.
These activities lend themselves so well to the world of social media, think about how you can “like” products on Facebook, leave comments on pictures, share details of new purchases and pin clothes and accessories that you want to a Pinterest board. Fashion retailers know the benefits of being an active part of this ever-social, online world.
The issue that has become apparent though, is that many retailers try too hard to promote their brand through their own channels and come across as the pushy shop assistant, but that’s not what social media is about. Nielsen research tell us that “92% of consumers around the world now trust earned media such as word of mouth recommendations from friends and family above all other forms of advertising”.
Social media works in the same way, people do not always listen to a brand’s own Facebook page, this is why it is important to earn the respect of your community and transform individuals into brand advocates that will promote your products and offer their own recommendations. Seeing a friend like a brand or product online may give you extra confidence in your purchase decision.
Three retailers that have seen noticeable benefits through social media are Burberry, Lorna Jane and Victoria’s Secret. Burberry saw profits increase 21% after actively participating in social media. Lorna Jane’s online revenue grew 400% after their Facebook page began to drive as much traffic as two offline retail stores. Victoria’s Secret uses custom designed tabs in order to share the different elements of the brand story and as a result have grown a 19 million strong Facebook fan base.
So what exactly is the benefit of being “liked” on Facebook? Well, research shows that Facebookers are 51% more likely to make a purchase after becoming a fan and Facebook fans spend on average 117% more in store than those who are not part of your fan base.
Source: Sticki Digital Media,