Using social media sales to broaden your product this holiday season
This holiday season,if you ask retail marketers about social media sales and their product feed, nearly all of them will list off comparison shopping engines (CSEs) such as Shopping.com, or shopzilla. They may say online marketplaces like Amazon, Ebay and Sears.
Most social shopping sites like Pinterest and Polyvore won’t be suggested by retail marketers. They represent a huge revenue opportunity for retailers this holiday season,given those sites increasing helping hand to brand and product discovery, In fact, according to Shareaholic. Pinterest alone drives close to 6% of social media sales referral traffic.
A study highlighted that when product listings are incorporated into social sales, the content itself is often not updated to influence and engage a shopper that is in explore’ mode. Actually as of late, very few retailers are integrating their feeds into retail product feeds through offerings such as Pinterest and Polyvore for brands and retailers. Another study also showed that only 1.7 percent of retail products merchandised in P.L.A.
There is a space between the opportunity to merchandise in social sites and the adoption within retailers, with the exclusion of standard pre-holiday season. Here are a few reasons why:
- There is a definite lack of awareness, both in terms of rich, informative, and sometimes promoted posts as well as the expanding toolset available for ecommerce via social channel
- With brand teams typically owning social media, there is separation between brand and ecommerce teams and little to no budget allocated for testing social ecommerce
- Since optimization resources won’t be seen without hard work to the effort,retailers who have minimal resources dedicated toward social commerce find themselves in a dilemma.
This holiday season, there a few key things that retailers can do to overcome the challenges listed above and incorporate their products more into fast emerging social channels.
Branding and Commerce Opportunity In Social Media
Brand marketers want to make sure their presence and messages tell a story in social channels. These types of programs can be mutually beneficial to brand managers and performance marketers alike. Rich Pins especially, allow for the addition of a commerce experience without the loss of branding value. This should help to cut down organizational silos that prevent collaboration today.
2. Focus on your top products at first: Keep it simple
Using sales data from PLA can help retailers find their most engaging products such that they can ensure those are represented in social programs. A retailer’s top products should be in all visited channels as consumers gol between exploring and buying modes at the very least,
The products that have been Pinned, saved, or liked in social already can enable better decisions on what products and messages to highlight in search and PLA campaigns. Simply put, to make these applications work for you, doesn’t require a feed genie or a large feed.
3. Advance Social Merchandising Decisions by using search data
Retailers can determine what colors, styles, and materials are stimulating traffic and sales from years of search query data. Retailers will have a good sense of what to profile in descriptions, product titles, and images that they publish to social channels when armed with that knowledge
As retailers are start to look for ways to incorporate their offerings into these sites in a original way, we’re witnessing a huge change in consumer shopping behavior as many purchase decisions are now influenced by online peers in social shopping channels. Selecting the right products from feeds and highlighting their best qualities is a great way to start.