A new report from the Retail Feedback Group says a wide gap remains between supermarket shoppers and the social media accounts of their favorite stores.
The report, an offshoot from RFG’s annual report of supermarket satisfaction, the US Supermarket Experience Study, says that while 87 percent of supermarket shoppers regularly follow one or more social media sites, just 25 percent indicate they are connected with their primary grocery store.
Social media sites used most heavily by supermarket shoppers include Facebook (89 percent), YouTube (53 percent), Twitter (30 percent), Pinterest (29 percent) and Instagram (28 percent).
“Closing the social media gap presents a real opportunity as many shoppers will change their behavior based on recommendations from their social network,” says Brian Numainville, RFG principal. “For example, our research shows that 45 percent of supermarket shoppers are very willing to make a new recipe or meal and 32 percent are very willing to purchase a new food item based on social network suggestions.”
Digital engagement, however, is growing. More than half of shoppers interact with their primary food store on one or more digital platforms. Among those who do, checking the digital circular is most prevalent (65 percent), followed by researching special promotions (48 percent) and building grocery lists (46 percent), among other activities. Millennials are interacting on digital platforms at a higher rate (66 percent) as compared to Boomers (47 percent).
Also, 47 percent of shoppers indicated that their primary store has an app or mobile-enabled site, while 44 percent were not sure. An addition 10 percent said their primary store did not have either. This finding, says RFG, illustrates that retailers need to do a better job communicating with customers the types of digital tools available.