Facebook dominates the social media platform market, with over 1.71 billion users recorded in the second quarter of 2016, so one can assume that the use of this platform would probably help businesses and retailers to not only communicate with their customers, but also boost brand awareness, SEO, access and to produce cost-effective content.

http://www.campaignlive.co.uk/article/new-facebook-features-help-retailers-connect-ads-store-visits/1398491#

Campaign Live’s article published earlier this year, mentions a new Facebook tool which allows retailers to connect their adverts with store visits (which still prevail over online shopping by a whopping 90%, according to research conducted by eMarketer in 2015).

There are supposedly three new methods for retailers to connect their digital marketing practices with their brick and mortar sales; the first one being “Store Locator”. This consists of a map that enables users to see closest locations of particular store and all of the relevant information such as opening times, website, contact information and travelling time – which will cut out the use of Google Maps seeing as it will supply you with multiple routes, including the shortest.

The second feature is called “Store Visits” where the retailers can measure and view when exposed consumers (the customers who have seen the advert) have actually entered the retailer. Despite how it sounds, it does have one ethical concept (if the consumer remembers) as the consumer must have their location data switched on for this metric to be enabled.

The final feature that is yet to be introduced, is that of “Offline Conversations API” which aims to support retailers and business owners to control and measure their advertisements. This is said to differ to their previous method of measuring by tracking real-time purchases to demographic insights (linking in-store transactions to facebook advertisements).

http://www.practicalecommerce.com/articles/1558-Facebook-Twitter-Help-Online-Food-Store-Extend-Its-Reach

Another useful source and concept is shown in the website above, which states how the use of Facebook and Twitter help an American food retailer extend their reach of consumers.

The articale approaches social media driving traffic, stating that when the couple implemented their SM accounts, (after seeking advice from a marketing professional), they proceeded to other approaches, such as SEO  and pay-per-click which all aided in their social media becoming the chief traffic driver to the website, which is considered to be responsible for some sales (though the amount of sales is not measured).

Lastly, a study conducted by Nafarrete et al (2013) deduced from interviews with 18 marketing professionals from Facebook, suggested multiple themes for successful fan to buyer conversion through:

• Building brand awareness
• Engaging fans through conversation with the retailer
• Electronic word of mouth communication
• Promotions
• Consistent communication.

“Facebook retailers may benefit from the study results by incorporating the study findings in their marketing strategy. The implications for positive social change include retailers using their retail Facebook page as a means to build awareness, and promote the support of charitable work to a potential audience of millions”.

References

Nafarrete, R., Malone, T. & Gajewski, A. S. (2013). Abstract. In: A qualitative study of how facebook storefront retailers convert fans to buyers. Minnesota: Walden University.