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Facebook, Twitter and Pinterest Said to Drive In-Store and Online Sales

This week’s need-to-know social-media news.

Social media sites like Facebook, Twitter and Pinterest aren’t killing brick-and-mortar businesses. Instead, they drive even more in-store purchases than online sales, according to the results of four surveys by research firm Vision Critical. Facebook drives the most sales of both types. Pinterest, meanwhile, can be a useful platform for brands to raise their profile among consumers. One in three people who bought something they found on Pinterest had not considered making that purchase previously, the research found.

According to Vision Critical, while 26 percent of consumers browse in stores and then buy online — a practice known as “showrooming” — fully 41 percent do the opposite, researching products online before purchasing them in stores. “Instead of feeling threatened by ‘showrooming,’ retailers should study their customers’ paths to purchase and use the insights gained to hone their online marketing efforts,” the company concluded. — The Drum

Read the full article from Entrepreneur