Retail TouchPoints – Social media is no longer just a place for building brand awareness or loyalty: it’s another potential storefront, a frontier where the customer journey can take on fresh new forms. There are approximately 3.2 billion active social media users today, according to Hootsuite. The major platforms have enormous audiences that are too big to ignore.
The vast majority of retailers already are active on social media, with 92% of brands using two or more channels, according to Brandwatch. However, engaging in social commerce takes greater effort than just maintaining a presence on a social media platform, and the process of delivering sales through these third-party sites carries its own unique risks and rewards. Joining social commerce early adopters such as Burberry and Target, are brands such as apparel retailer MM.LaFleur that are just beginning to explore this terrain.
“Big-ticket items that typically involve a lot of research and consultation from a sales associate are not as conducive for social commerce,” said Jeffrey Neville, SVP and Practice Lead at Boston Retail Partners in an interview with Retail TouchPoints. “However, social media does open the door for consumers to dialog with a retail associate to move them down the path to purchase.”
MM.LaFleur has used social media both for relationship building and driving incremental revenue, according to Neville. The retailer’s Instagram presence has been driving sales online, and it uses the tools provided by social media to empower in-store associates, inspiring trust in shoppers and helping them choose the right merchandise.