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Social commerce to emerge as important shopping channel
Mar 4 2013, 15:54 PM
The internet has made a number of options available for retailers, increasing customer bases and opening up new opportunities for profit.
Businesses can engage their consumers with a range of marketing strategies, with social media and ecommerce two of the top methods for encouraging purchases and data capture.
A new report by Conlumino, commissioned by Webloyalty, has revealed that 85 per cent of British consumers above the age of 18 are now regularly using the internet to buy items.
The knock-on effect of this is that 31 per cent of high street stores are set to shut by 2020.
The report found that mobile is emerging as a key force for marketers, leading to higher numbers of people using social media, price comparison websites and apps online.
It also discovered that 69 per cent of consumers are now members of social media websites, while 49 per cent have interacted via social media, creating the phenomenon of "social shoppers".
Furthermore, the channels are being relied upon to gather ideas and learn about new products and brands from their social connections, while over a third use customer reviews as a basis for their purchases.
The study found that, by 2020, mobile shopping is expected to play a part in a quarter of all purchases.
Guy Chiswick, Managing Director of Webloyalty UK & Ireland, said: "The emergence and adoption of new digital channels means that retailers need to incorporate social media and mobile technologies into their store and multichannel environments to actively engage and interact with their customers."
Neil Saunders of Conlumino also commented on the report, claiming that social media will have a widening impact on the entire retail environment.
"The amount of data available on social media platforms enables experiences to be tailored specifically to the user’s interests and tastes," Mr Saunders went on to say.
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