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5 Ways Smartphone Shopping and Social Media Are Changing Retail Marketing

November 14th, 2012 ::

holiday giftsWith holiday shopping moving from in-person to desktop to smartphone and offline word of mouth moving to review sites and social sharing, retail marketing has entered a whole new era. HubSpot recently produced a fantastic (and very long) infographic called The Meaning of Like, which I went through and analyzed for insights all retailers should know.

There are my 5 favorite takeaways:

1. Shopping via smartphone is huge

If you don’t have a mobile site, you are missing out on the 64 percent of smartphone users who shop online with their devices. It is estimated that 167 million people will shop online this year and spend an average of $1,800 per person. You do the math.

2. Online shoppers are very social

Retailers who are active on social media have a distinct marketing advantage, as social media users are big shoppers: 40 percent of Twitter users search for products via Twitter, 51 percent of online shoppers conduct research on social sites, and 60 percent of Facebook users will discuss a product or service in exchange for a discount or deal.

3. Online shoppers check reviews

As I mentioned above, online shoppers do a lot of research, so it is worthwhile to ask customers for online reviews and spend time on Q&A sites like Quora to answer questions specific to your industry, product or service. Consider these numbers: 59 percent of online shoppers check customer reviews, 42 percent check question and answer tools, and 26 percent  look up Internet forums.

4. Online shoppers do more than just shop on their smartphone

A third of online shoppers use their smartphones to look for sales and specials, check store info, look at product reviews and compare prices. Make sure all of that information is easily findable on your mobile site!

5. Online shoppers use Pinterest

Do you have a Pinterest account yet? Half of consumers check for coupons and deals on Pinterest, 43 percent look for product information (which strikes me as odd, since Pinterest is a visual platform), 36 percent read or post comments, and 34 percent look for event information.

In my next post, I’ll share all the ways retailers are changing to accommodate this new shopping and sharing behavior.

Image courtesy of bigfrey.com

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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