Sprout Social Analyzes Emerging Trends Impacting Retailers this Holiday Shopping Season

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[{"type":"text","content":"New industry and social media conversation data offers brands and retailers a clear sightline into seasonal success\nCHICAGO, Oct. 26, 2021 (GLOBE NEWSWIRE) -- Social media and retail are two rapidly evolving and increasingly intertwined industries, each with a shared goal of trying to reach consumers. Today Sprout Social, an industry-leading provider of cloud-based social media management software, released new insights on the most disruptive trends affecting retailers and brands this holiday season. Based on proprietary social media conversation data, the analysis provides guidance for brands looking to leverage social media to make the most of the peak retail season. The in-store experience is back, but it’s not what you expect The pandemic further accelerated the shift to online shopping, and retailers must reimagine their in-store experience to both cater to those shifts and drive in-person experiences. Pop-ups like Nordstrom’s Pop-In@Nordstrom shops or smaller format stores like Bloomingdale’s new “Bloomie’s” concept not only create immediacy and exclusivity for the in-person experience, they spur online conversation and extend the retailer’s reach. Consumers show increased interest in these experiences, with more than 1.26 million Twitter conversations related to pop-up stores since June 1*, a 42% uptick in conversations compared to the first half of 2021, according to Sprout Social listening data. As important as it is to connect with consumers in person, brands that focus on how physical and digital storefronts complement each other will also see increased returns. According to Sprout Social’s 2021 Index, after following a brand on social media, 86% of consumers will visit their physical retail store and 90% will buy from them. “While consumers become more comfortable with going back to stores, retailers are getting more creative in how they deliver relevant and personalized experiences to keep shoppers excited and coming back,” said Jamie Gilpin, CMO, Sprout Social. “But retailers won’t be effective without a complementary online and social strategy. The bottom line is that social gets shoppers in the “door”, whether in-person or online, and provides another channel for retailers to engage with audiences and convert them into customers.” Social commerce is the next frontier in e-commerce Social media is becoming the ep...

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