Feb 10, 2010

Facebook, Victoria’s Secret Big With Online ShoppersBy Sarah MahoneyMediaPost.com

As more retailers look to develop effective social-media strategies, a new study finds that Facebook is by far the most effective way to woo would-be shoppers.

And chains that use their Facebook pages to promote new products and special sales are most appealing, with brands like Victoria’s Secret leading the way.

“What surprised us most was how many customers say they really wanted to hear about sales and products,” Kevin Ertell, VP/retail strategy for ForeSee Results, tells Marketing Daily. “Yet many retailers aren’t doing that — conventional wisdom is that fans want things like engagement, with polls, or pithy comments or customer services tools. This study found those things are actually far less important.”

ForeSee, based in Ann Arbor, Mich., says that of the 69% of online shoppers who are social media users, 56% have chosen to “friend,” “follow” or “subscribe to” at least one store. But they are selective, he says, and 61% of this group is connected to fewer than five companies. Another 21% is made up of more serious shoppers who follow between 6 and 10 stores, while just 18% is hardcore enough to have friended more than 10.

Typically, he says, customers who interact with a store brand through social media tend to be the most satisfied, creating a chicken-and-egg situation: “The most satisfied and loyal customers are seeking out their favorite stores’ pages, and then if those experiences are rewarding, they become even more loyal.”

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