Las estrategias de “social shopping” triunfan en este 2015

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Claves:

  • La influencia de amigos y personas de confianza es un factor clave en el proceso de compra online.
  • Empresas como Facebook, Twitter o Google están dando pasos en este sentido, con la finalidad de que los consumidores puedan realizar compras directamente a través de recomendaciones o posts en redes sociales.
  • El Social Commerce se ha convertido en una estrategia de diferenciación con altos ratios de crecimiento y retorno.

Desde hace tiempo se está hablando de cómo el comercio online está tomando cada vez un mayor cariz social. Las opiniones de nuestros amigos, conocidos, personas de confianza o influencers que tenemos como referencia, son las que al final nos dan ese impulso definitivo para decidirnos o no a adquirir un producto sobre el que hemos estado previamente buscando información en internet. Por tanto, la opinión de los demás influye y mucho y, como consecuencia, las redes sociales juegan un papel cada vez más importante en el viaje del comprador. Hecho que se acrecienta en el caso del comercio electrónico en el que hay mucho menos contacto, por no decir ninguno, entre el consumidor y el establecimiento físico, por lo que las percepciones visuales o emocionales no entran tanto en juego.

Un artículo de e-consultancy apunta algunos de los temas que rodean la conversión a través de medios sociales. En él, destaca, entre otros, algunos movimientos que indican cómo lo pasos van en este sentido:

  • Facebook está experimentando en la actualidad con un botón de compra “Buy” que se añadirá en la actualización del status de algunas marcas seleccionadas. Esta prestación permitirá a las marcas y los comercios minoristas postear actualizaciones sobre productos y, en lugar de redirigir a los consumidores a la web de venta online para completar la compra, lo podrán hacer directamente desde la red social pinchando en este botón de compra “Buy”. Los datos de la tarjeta de crédito se almacenan en el servidor de Facebook para hacer la transacción más cómoda y sencilla.
  • Twitter ha anunciado la adquisición de CardSpring para habilitar un sistema de comercio electrónico “en el momento” dentro de los propios feeds de Twitter. Este movimiento podría tener el potencial de convertir las recomendaciones sociales en oportunidades de compra. Los comercios que antes posteaban con la intención de obtener un “me gusta” o un “retweet” ahora pueden hacerlo con la finalidad directa de realizar una venta sin salir de la red social.
  • Otra iniciativa de social shopping viene de la mano de Amazon. A principios de Mayo el gigante del comercio minorista online anunció una iniciativa conjunta con Twitter llamada #AmazonBasket (#AmazonCart en US). Mediante este hashtag los consumidores pueden añadir ítems en su carro de la compra de Amazon directamente desde un Tweet.

Información relacionada:

Google, dispuesto a plantar cara a Amazon y eBay mediante “Google Buy”.

Más recientemente hemos conocido el anuncio por parte de Google de su intención de lanzar Google Buy, un servicio para realizar compras directas a través del smartphone.

Dentro de poco, además de obtener una lista de resultados con enlaces y anuncios publicitarios, los usuarios podrán comprar desde el servicio de búsquedas por internet de Google. Según un artículo del diario estadounidense The Wall Street Journal, de esta forma la compañía incluirá un botón para realizar compras que estará disponible en una primera etapa en la versión móvil del buscador, según fuentes relacionadas con el lanzamiento de esta nueva función.

Esta opción de compra estará en aquellos resultados patrocinados del buscador web, acompañados del botón “Shop on Google” ubicado en la parte superior, y no estarán disponibles en el resto de los enlaces no patrocinados que ofrece el algoritmo de búsqueda de Google.

Fuente: expobeautymagazine
Fuente: expobeautymagazine

Si el usuario desea adquirir el producto, el botón “Shop on Google” lo redireccionará a otra página para definir los detalles de la compra, tales como talles, colores, cantidades y formas de pago. Según The Wall Street Journal, una de las tiendas físicas que participarán de este lanzamiento será Macy’s.

La estrategia de Google busca ampliar sus ingresos publicitarios mediante un sistema de venta basado en su propia plataforma, con el objetivo de competir con la tienda online Amazon y el sitio de ventas eBay.

Información relacionada:

Otro estudio, titulado  Connected Commerce Survey 2015, publicado por DigitasLBi, publica también datos interesantes sobre la influencia de las redes sociales en los procesos de compra online. En la siguiente gráfica vemos cómo un 52% de los consumidores encuestados dice estar influenciado por Facebook en sus decisiones de compra. Por otro lado, un 35% de los consumidores, usuarios de redes sociales, dicen comprar más productos de aquellas marcas que siguen en las redes:

Fuente: DigitasLBi
Fuente: DigitasLBi

Documento relacionado:

Las estrategias sociales venden en el 2015.

Actualmente hay más de 1.500.000 conversaciones diarias en España, y un mínimo del 40% de esas conversaciones tienen un componente comercial. La mayoría de estas conversaciones tienen necesidades o dudas, solicitan recomendaciones o directamente buscan una mejor oferta, y se quedan sin respuesta por parte de las empresas, máximas interesadas.

El social commerce no es una capacidad activa en la mayoría de las empresas, y las conversaciones cualificadas de las redes sociales se quedan sin respuesta. El consumidor social busca respuestas válidas y convincentes antes de tomar una decisión de compra.

Según la agencia de social media Territorio Creativo, los datos de España son sólidos desde el punto de vista de generación de negocio:

  • Cerca de los 35 millones de internautas y un 88% con hábitos de compra online.
  • Más de 80% de los internautas tiene presencia en redes sociales.
  • El ROPO (research online y purchase offline) es universal en la mayoría de los sectores.
  • El valor de compra del consumidor social supera al comprador tradicional.
  • Nuevas hábitos de compra potenciados por el smartphone y factores geo.

Además, el consumidor social busca respuestas y promociones de interlocutores válidos. El Social Commerce se ha convertido en una estrategia de diferenciación con altos ratios de crecimiento y retorno.

El siguiente vídeo de Territorio Creativo, muestra exactamente, y de una forma muy sencilla, la forma en que tienen lugar la mayoría de los procesos de compra online y las diferentes etapas del viaje del consumidor. Aquí podemos apreciar con claridad cuál es la influencia de los medios sociales en la decisión de compra y, aunque toma como ejemplo la venta de un producto minorista como son unas zapatillas de deporte, este mismo caso es aplicable en realidad a cualquier otro sector con actividad en comercio electrónico.

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