Waitrose finds success with social media

A Starcom MediaVest Group study found grocer Waitrose is leading U.K supermarkets in the use of social media to convert sales. Waitrose is using social networking sites including Facebook and Twitter to engage consumers, build relationships with them and transform customers into brand advocates.

The report found 92 percent of consumers taking an action on one of Waitrose's social media platforms showed intent to purchase products at the retailer or from its website. On Waitrose's social media platforms, consumers can make a comment, view a video or chat with brand representatives.

In addition, the study showed 59 percent of consumers on Waitrose's social media platforms who did not take an action still showed purchasing intent after reviewing the brand's information and offerings.

In another example of how a retailer is using technology to encourage sales, Debenhams recently installed internet-enabled touch screens in its stores, enabling shoppers to increase their knowledge of the company, check stock and order products while in a retail branch. The retailer decided to bring in the touch screens in an effort to extend its multichannel offerings and ecommerce success, Retail Gazette reported.