The holidays are social, indeed — and retailers are included.
That’s the takeaway from a new Sprout Social Index report with interesting insights into today’s retail environment.
The report reveals, for instance, that social media will influence holiday purchases for 1 in 3 Americans. About 30 percent of survey respondents said they’re likely to post about a gift they receive on social media.
In addition to surveying consumers, Sprout analyzed more than 3.6 billion inbound and outbound social messages from 15 industries across Facebook, Twitter, and Instagram.
“Our data analysis zeroed in on activity within the retail industry and found that the average retailer will receive 3,140 social messages this holiday season,” notes the Sprout crew. “In addition to uncovering how businesses will be impacted by social this holiday season, we spoke to retail marketers and learned how they’re preparing for the busiest time of the year.”
One thing retailers need to heed is Sprout’s advice about customer preferences. For example, consumers say they want holiday cheer in the promotional messages they receive, but not at the cost of being ignored.
“About 1 in 7 people are specifically looking for responses to customer service inquires on social during the holidays,” according to the report summary emailed to MAW. “Luckily, across 15 industries, retail has a 1 in 6 response rate compared to the average business’ 1 in 10. This means that people are 50 percent more likely to get a response from a retailer than they are from another type of business.”
What do customers want and expect? How many retailer-related customer comments will land on Instagram this holiday season? There’s lots more to find out and you can do it here.