Retailers Use Email to Push Social Commerce - eMarketer

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Retailers Use Email to Push Social Commerce

Seven in 10 retailers have a social commerce strategy

October 12, 2015

Retailers love email so much, they even use it to drive social commerce.

Channels that Retail Executives Worldwide Use to Promote Their Social Commerce Strategy, May 2015 (% of respondents)

Retail TouchPoints found in May 2015 that retailers appear to be getting their social commerce strategies together, after several years of false starts. More than seven in 10 retail execs surveyed worldwide said their firm had a strategy already, and another 21% planned to create one.

Among those without a strategy, nearly all still thought social commerce would be relevant to their audience. But nearly half were still working on their general ecommerce strategy, and between other priorities and budget constraints, social was falling by the wayside.

Those who did have a strategy were most likely to rely on email—tried and true marketing tactic that it is—to promote. More than eight in 10 said so, compared to 77% who planned to promote social commerce via social channels. Fewer than half planned to publicize their social commerce programs on their own ecommerce sites, while 30% would do so in-store at the point of sale.

Relatively few US internet users plan to shop for the holidays directly on social media this year—and they’re far more likely to say they will look for deals and product information via email than through social channels.


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