"Traditional shopping experiences are no longer enough… consumers want every interaction from brands and retailers to be quick, personalized and informative…" says Scott Webb, president of Avionos…."Amazon has changed the game… in the way that it has raised the bar for consumer expectations… this has caused retailers to revamp their omnichannel strategies and focus on offering experience-driven commerce… providing engaging content, personalized experiences and shoppable moments across all channels…" reports DiveInsight.
Perhaps the most important takeaway from this study, says the report authored by Dan O’Shea, is the number of consumers purchasing through social media, an encouraging sign for retailers
In addition to giving retailers more confidence about both promoting products and speaking to consumers through social, the development of social media as a shopping channel also brings great sales opportunity for retailers, says the report, as social media-engaged shoppers actually spend more on purchases than those not engaged on social.
The study also found that, when buying through social channels, or anywhere online, customers crave product information. For example, the survey also found that 54% of those surveyed will feel more confident about purchasing something online if they receive detailed product specifications from the retailer, and 49% will feel more confident if a product listing leads to extra content they can digest before or after buying.
Being able to do this in the context of a social media post or a search result is becoming even more important, concludes the report, as customers no longer come direct to retailer websites to find all the pertinent product details.
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