Collective Bias Study: Socially Engaged Facebook Fans Spend More on Groceries
by October 13, 2014 12:00 am 59 views
Collective Bias, a shopper social media firm headquartered in Rogers, released a report recently that found Facebook fans of retailers spend 50 percent more than non-Facebook fans over time.
The four-year study conducted by Yeti Data looked at the purchasing habits of a large regional grocery chain’s 600,000+ loyalty card members before and after they became Facebook fans.
The study revealed that Facebook fans who posted 10 or more times on the grocer’s Facebook page spent more than $1,000 more each year than a typical customer, 95 percent more than a typical customer.
Other findings were that Facebook fans who posted 10 or more times on the grocer’s Facebook page visited the store 40 more times annually than a typical customer, 2.5 times the visits of a typical customer, and bought 125 more items than a typical customer.
“We’ve intuitively known that an omni-channel marketing strategy is the most effective way to increase sales. This study was conducted to help marketers solve measurability challenges when it comes to social’s role in driving sales,” Bill Sussman, CEO of Collective Bias, said in a news release. “Identifying the link between a strong social program and bottom-line revenue helps clients better allocate their future marketing budgets.”