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Online Shoppers Hungry for Social Experience
While some online shoppers are goal-oriented, a May Gartner study indicates that an equal or larger pool of online shoppers crave a social experience -- even if they are shopping from the comfort of their computer desk. Social shoppers seek pleasant experiences and emotional connections to other shoppers, the research report reveals. The study states that these shoppers' needs can be met by incorporating things like consumer-generated reviews, bulletin boards, blogs, or shared video into shopping sites.
Companies that might otherwise shy away from incorporating these platforms on their sites might be swayed by the study, which indicates that social shopping often leads to unplanned purchases prompted by social features. Marketers can cozy up to social shoppers, according to Gartner, by participating in community-based online environments that "deliver an integrated social experience."
Learn more (MarketingVOX)
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