Consumer engagement has become a runaway train. With the omnipresent focus on all things experiential within the retail market — especially in light of the coming holiday shopping season — brands and retailers need to remember to deploy strategies that actually work, rather than accrue the most likes.
Verto Analytics, an insights and measurement platform, has released statistics regarding the social channels that lead to the most click-throughs to e-commerce web sites. The research found that “Pinterest is the social media platform with the highest affinity for e-commerce apps: following a Pinterest session, 3.15 percent of all sessions continue to a shopping app (such as Amazon, Wish, and Target),” a Verto Analytics spokesman said.
Not great — but better than Google. The search engine only sends about 2.3 percent of individuals to shopping apps. Facebook and its sister platform, Instagram, locked in 1.9 percent and one percent traffic conversion rates, respectively. From the video category of social channels, Youtube delivered 1.4 percent of users to e-commerce web sites — Snapchat pushed one percent of individuals to online shopping apps and websites.
While there’s been much to do about social media, especially in regards to luring Millennial consumers, retailers and brands need to remain outside of the weeds. Though likes, views, and followers are key to building brand identity and loyalty, this is a segment not worthy of total investments or expectations — yet.
With the maturation of Generation Z and newly tested features like Snapchat’s Context Cards or Facebook’s Marketplace, these conversions will likely increase. “Seventy percent of Generation Z said they can’t wait to use or are willing to try to buy on social media in the future,” said Accenture’s report, “Gen Z and Millennials: Leaving Older Shoppers and Many Retailers in Their Digital Dust.” Generation Z’s mobile fluency will likely help move the needle, too.
Linking the in-store shopping journey with social media, and even loyalty incentives will resonate with the rising power spenders. As data collection services continue to improve and become more granular, tracking which shoppers are championing brands via social channels — and the opposite — relying on specific platforms to direct product discovery and purchases — will provide informed, efficient marketing strategies, merchandising and product development schemes.
More from WWD: