It’s easy to see how social media helps drive sales online. It’s a linear path; users see your social media post, click the link and head to your website, find what they want and then purchase. Okay it’s not that simple. People don’t usually buy right away and the process varies, but it’s easy to understand how social media can drive online sales. It’s more difficult to see how social media helps drive in-store sales.
One way social media can be used to increase in-store sales is by providing customers with social proof. “Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation” – thanks Wikipedia. So what does that really mean and why does that matter? Let’s take a look at what Ashley Furniture is doing and why it’s working.
Ashley Furniture is very active on social media. They have accounts on Pinterest, Facebook, Google+, YouTube and Twitter. They’ve recently brought the social media experience into their stores by adding tags of the Pinterest logo onto their top pinned products. Now when you are walking around the store, whenever you see an item with the Pinterest logo attached to it you know it’s a popular item. There’s a few reasons why this is going to increase sales.