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Consumers Engage with Retailers’ Facebook Pages More than Brands’ Websites

In addition to the impact of social media on spend, the “Rethinking Retail” study reveals how retailers are struggling to create the kind of consistent and personalized experience online and in stores that drives increased sales. Nearly two-thirds of consumers say that consistency plays a role in their tendency to spend with a brand (63%), while 34% say high consistency across a brand’s channels would mean a greater spend, while a lack of consistency results in a reduction in their spending (39%). Other key findings of the report include:

Social media matters

  • Consumers interact with retailers’ Facebook pages (38 percent) more than the brands’ own websites (36 percent); a difference that is significantly more pronounced for younger consumers
  • 89 percent of those who interact with a retailer online through any social media outlet say that the interaction has an impact on their purchase
  • Women are twice as likely as men to be influenced by Pinterest; YouTube influences twice as many men as women
  • Only 2 percent of all people polled say that FourSquare has any influence on their purchase

Brand consistency across channels significantly impacts consumer spend

  • Nearly two-thirds of consumers say that consistency plays a role in their tendency to spend with a brand (63 percent)
  • Consumers see far fewer in-store personalized offers than retailers claim they offer; retailers losing out
  • 59 percent of consumers who have experienced personalization believe it has a noticeable influence on their spending
  • Though 62 percent of retailers reported that they offer personalized offers in store, only 20 percent of consumers report seeing ‘in-store only’ personalized offers

Consumers see far fewer in-store personalized offers than retailers claim they offer; retailers losing out

  • 59 percent of consumers who have experienced personalization believe it has a noticeable influence on their spending
  • Though 62 percent of retailers reported that they offer personalized offers in store, only 20 percent of consumers report seeing ‘in-store only’ personalized offer