Do consumers want to follow grocers on social media?
A new survey from Retail Feedback Group finds that while 87 percent of supermarket shoppers report regularly engaging with one or more social media sites, just 25 percent indicate they are “friends” or similarly connected to their primary grocery store.
The study found 45 percent of supermarket shoppers are “very willing” to make a new recipe or meal and 32 percent also “very willing” to purchase a new food item based on social network suggestions. The study found supermarket shoppers overall gravitate toward Facebook, YouTube, Twitter, Pinterest and Instagram. Millennials use YouTube, Instagram and Snapchat more heavily.
The survey also suggests that grocers aren’t promoting their digital networks enough. While 47 percent indicated that their primary store has an app or mobile-enabled site, 44 percent were not sure. Ten percent said their primary store did not.
Surveys appear to be all over the place regarding how many consumers want to be with retailers on social media, although that may have to do with differences in defining what it means to “follow” a brand or retailer.
Last year’s “UPS Pulse of the Online Shopper,” for instance, found four in 10 consumers followed retailers on social media sites.
However, Interactions Marketing’s 2015 report, “Social Media: Invest to Impress,” found that 50 percent of respondents were following grocers, second only to restaurants, at 63 percent. Among other retail channels, mass merchandisers were followed by 47 percent of the respondents; electronics stores, 46 percent; department stores, 40 percent; specialty retailers, 33 percent; and drugstores, 25 percent.
Just what are consumers looking for when they connect with retailers? Interactions Marketing’s report found 73 percent want to hear about discounts and promotions; 72 percent want to look for new products; 59 percent like to learn about in-store events; and 39 percent want information about new trends. For grocers specifically, the survey found 59 percent would like grocery stores to share food recipes.
- Gap Between Shoppers Using Social Media and Connecting With Their Supermarket Remains Wide, According to Retail Feedback Group Study – Retail Feedback Group
- Social Media Insights for Grocery Retailers — and Shoppers – Progressive Grocer
- UPS Pulse of the Online Shopper – UPS
- Social Media: Invest to Impress? – Interactions Marketing
DISCUSSION QUESTIONS: How highly do you rate the social media opportunity for grocers? In what ways may consumers want to engage with food retailers on social media as opposed to other retail channels?