Retail Responsiveness at the Holidays

Retail Responsiveness at the Holidays HIGHLIGHTS FROM THE Q4 2015 SPROUT SOCIAL INDEX Imagine you're out shopping at a store for the holidays. You have a question about one of the gifts you're considering purchasing. But when you try to get the attention of an attendant, you're flat-out ignored. Unacceptable, right? Sadly, that is what's happening on social media today. A STAGGERING 5.6 in MESSAGES SENT TO RETAIL BRANDS DO NOT GET A PROMPT RESPONSE. The 17% Lucky Few of people who take to Twitter or Facebook to reach out to a retailer can expect to hear back. But they are waiting longer 12 than ever. HOURS Consumers have to wait 12 for a response hours for a response, up from 11 hours a year before. Slammed on Social In retailers' defense, they are being hit by an influx of social messages. 21% ^1,500 increase in social messages INBOUND MESSAGES sent to retailers per retailer are expected this holiday Q3 TO Q4 2014 season if the trend continues. It isn't just the holiday rush, however, that's causing a spike. Throughout last year, retailers received ^ 19% MORE MESSAGES OVERALL than the year before. ++ Bring It Home for the Holidays 4 TIPS FOR HEIGHTENED ENGAGEMENT THIS HOLIDAY SEASON Sprout Recommendations Social media fuels Cyber Monday (and the entire holiday shopping season). So staff up online just as you do in stores. Ensure consistency throughout the entire year, as more people take to social to research and make purchases. Understand that promotions are important but that they will be much more impactful if you engage people first. Rosetta Consulting notes that engaged consumers are 7 times more likely to respond to a promotional offer. Social listening remains critical to finding new customers as well as to responding to people who are reaching out to your brand. Scale your efforts with the right social tools. sproutsocial Want to learn more? Of course you do. For more trends and complete findings from The Q4 2015 Sprout Social Index, visit sproutsocial.com/data All data sourced from The Q4 2015 Sprout Social Index.