While 85% of shoppers regularly use one or more social networks, just 30% are friends with and/or are connected to their primary grocery store, up from 25% in 2017. But the 55% gap underscores the opportunity to open a dialogue with shoppers. Facebook, YouTube and Instagram are the most regularly used channels across all shoppers, while Snapchat and Pinterest also show stronger adoption among millennials, the latter of which further shows the greatest likelihood to alter behavior, such as purchasing a new food item or shopping at a new store, based on social media recommendations.
In the past year, 41% of supermarket shoppers praised or complimented a good experience in a food store on social media while 22% complained. Of those who complained, 42% did not receive a satisfactory or empathetic response.
Retailers which fail to seize the opportunity to open a dialogue with shoppers on social media do so at their own peril. “Especially alarming is the fact that four out of 10 shoppers who complained about a poor experience in their supermarket on social media did not receive a satisfactory or empathetic response. This finding presents an opportunity area for retailers to examine more closely as every opportunity to address an issue for a shopper should be taken seriously.”