Feature: Page (1) of 1 - 04/18/16

Why social media buy buttons are useful for the retail industry

By Paul Fitzgerald for America's Backbone Weekly

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Social media is now more than just social it's commercial too.

Buy buttons could prove a crucial solution to retailers' biggest online shopping problems: the "conversion gap." That's right, buy buttons will help keep your business connected and selling product.

Old Navy and AMC were two big frontrunners when social buy buttons were introduced about a year ago. Both of these companies have benefited greatly from this new tool as it keeps them connected with their customers and helps with sales and branding too. Old Navy first used the social media buy button on Twitter for their limited-edition blankets, and AMC used the feature on the same social media channel to offer $30 gift-cards to its movie theaters. Both companies experience higher e-commerce sales online and a big boost in their social media presence.

While there's been a surge in the number of people browsing online shopping sites on mobile devices, only a small share actually make purchases. Buy buttons provide that impulse edge. When surveyed, shoppers frequently explain they don't buy on their smartphones because it's a hassle to go through the payment and checkout process on a small screen.

Twitter finally made the buy button available on its platform last year for businesses in the United States and now retailers of all sizes can add via tweeting alongside price of the product or service the best part is that consumers can by without leaving the site. What a great tool for brand promotion. Yes, technology is amazing on the entrepreneurship front.

Other social media platforms including Facebook, Pinterest and Instagram, have introduced or are experimenting with buttons that enable consumers to purchase merchandise directly from their platforms with minimal effort.

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