Retailers need more “social” sites

Research from MPG Media Contacts and Lightspeed Research reveals that consumers use social media as inspiration when shopping online but are reluctant to use links from social sites to buy. 90% of the online population have bought online in the past six months, but 75% have never followed a link from Facebook to buy a product. The challenge is for retailers to make their websites more “social” to increase sales. Ralph Risk, Marketing Director of Lightspeed Research, said: “While our research shows that social commerce may not yet be delivering for many brands in terms of purchases, the importance of social influence cannot be dismissed. Shoppers are influenced by various media and having a joined up strategy, while ensuring there is an easy path to purchase, whether social, mobile, online or in-store, is the best way to meet customer expectations.”