Marketing, Motherhood, and Mayhem

Facebook Popular for Retail Promotions

July 12th, 2011 by Deb McLean

According to the Compete quarterly Online Shopper Intelligence Study, online consumers are now using retailers’ Facebook pages as online circulars to engage with brands online. The report says that one-quarter of consumers now visit an official Facebook page for a retailer or consumer product at least once a month, and 56% of these respondents say they use retailers’ Facebook pages to keep up to date on sales and promotions.

More than 20% of consumers said that Facebook pages have been “influential” or “extremely influential” in making a purchasing decision, suggesting that posting sales, promotions and other calls to action on Facebook is a wise idea for retailers looking to drive incremental sales and boost consumer engagement on the social network.

Debra Arbesman, Compete senior associate, says “… Facebook pages can be a highly strategic and relatively low-cost marketing tool for retailers to engage with shoppers… (as) retailers are now making Facebook pages part of an integrated online shopping experience… (expected to) take the industry by storm in the coming months.”

The study examined traffic to Facebook’s top brand pages and discovered that the Apple iTunes Facebook page actually received more traffic than the iTunes domain did in February.

(Source: The Center For Media Research, 07/05/11)

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