Going Social for Supermarket Shopping

Shoppers surveyed for part 8 of Untangling the Social Web, the latest study from the Coca-Cola Retailing Research Council of North America, say the social web is now engrained in their habits and they only foresee greater use in the years to come.

According to the study, more than one-third of supermarket shoppers now acknowledge that the social web is part of their shopping trip — either before, during or after — yet the numbers suggest significant possibilities for growth.

For example, while 36 percent of shoppers use the social web while considering supermarket products, that’s nearly 10 percentage points less than those using it for shopping in general. But the gap could disappear quickly as more than half of those not using the social web for shopping expect their behavior to change in the near future.

Additional insights from this study, including the impact of the retailers that created it, will be part of the council’s special presentation June 12 at FMI Connect 2014 in Chicago. Copies of the study may be obtained for free at http://www.ccrrc.org.

Michael Sansolo
Research Director
Coca-Cola Retailing Research Council of North America

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