Social media has an increasing influence on purchasing decisions across retail channels, including mobile and in-store, a new IBM European study has found. Consumers are using social networks in a sophisticated way, researching products, prices, promotions and other consumers’ views, to validate their decision making.

Over 50 per cent of respondents aged 16 – 64 with access to the internet use social networks to assist with shopping decisions and 35 per cent of consumers who would follow a retailer online stated they use social media platforms to read reviews or rank products and services.

Of this same group, 57 per cent said that the most likely reason to ´follow´ a retailer on a social network is to receive free trials of products or discount coupons. When going on to make the purchase however, four out of 10 of these adults would still purchase the final product in-store.

David Hogg, commerce solutions regional leader at IBM, says: “Social media provides a new window through which retailers can deliver a more personal brand experience across all buying channels. By harnessing real-time customer analytics from social media, retailers can act upon what is being said, delivering a personalised marketing offer based on the customers’ shopping profile, preferences and decisions, helping retailers to maximise revenues.”

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