New study underscores importance of retailers’ social media activity

A retailer’s social media activity has a greater impact on shoppers than the company’s website.

That’s one of the findings of the Digital Shopping Tool Impact Study 2015 from marketing technology provider Epsilon. The platform shoppers cite as most influential to their shopping decisions is Facebook, although Pinterest and Google+ are strong contenders.

Twitter is much less influential in the shopping process overall, but millennials state that it is quite influential for them. Social media in general is even more influential with millennials than it is with Boomers.

This year, as in the past several years, shoppers point to shopping apps as the tool most likely to improve their shopping experience, by facilitating the process and making them feel like a “smart shopper.” Shopping app activities include creating a shopping list, looking for coupons, checking inventory in-store, checking competitive pricing and reading product reviews...

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