The Impact of Social Media on Shoppers’ Decision Tree in Brick-and-Mortar Stores

12.09.2023

The Impact of Social Media on Shoppers’ Decision Tree in Brick-and-Mortar Stores

In today’s digital age, social media platforms have become influential channels for consumers to discover new products, engage with brands, and share their shopping experiences. The rise of platforms like TikTok and Instagram has not only transformed the way we communicate and interact but also significantly impacted shoppers’ decision-making processes in brick-and-mortar stores.

As a company that uses AI and computer vision technology to analyze shoppers’ behavior, it is essential for us to understand the role of social media in shaping consumers’ choices and explore whether this trend is here to stay or just a passing phase (spoiler alert – it is definitely here to stay!).

Social Media Influence on Shoppers’ Behavior

Social media platforms have given rise to an emerging breed of influencers who shape consumer preferences and trends. Users often encounter product recommendations, reviews, and demonstrations through engaging visual content on platforms like TikTok and Instagram. Trends in social network platforms have become a significant driver of consumer behavior. PwC study found that 37% of consumers find purchase inspiration through social networks.

The impact of these platforms extends beyond online shopping, as shoppers now carry digital experiences with them into physical stores. In-store decisions are influenced by what users see and engage with on social media, altering the traditional decision tree.In ShopperAI we know how to predict trends from changes in shopper behavior in stores.

Changing the Decision Tree

Traditionally, shoppers relied on factors such as personal experience, brand reputation, and in-store displays to inform their purchasing decisions. Social media has introduced new touchpoints along the decision tree.

User-generated content (UGC) on social media – UGC shapes online trends by driving authenticity and has become a powerful tool for driving brand loyalty and sales. Brands that incorporate UGC into their marketing strategies have seen a 20% increase in repeat customers and a 6% increase in sales.

Consumers are now more likely to be influenced by peer recommendations, viral trends, and real-time feedback shared by others. This shift in behavior prompts brands and retailers to adapt their strategies to cater to these new influences and optimize their physical store experiences accordingly.

The Role of AI and Computer Vision in Detecting Trends

As a revolutionary technology, AI and computer vision offer invaluable tools to detect emerging trends at their earliest stages. By analyzing social media data, these technologies can identify patterns, consumer sentiment, and popular topics. This knowledge equips brands and retailers with actionable insights to develop targeted marketing campaigns, optimize store layouts, and curate product offerings that align with current trends. By leveraging AI and computer vision, retailers can effectively anticipate and respond to the changing landscape of shoppers’ wants and needs – in real-time!

Improving ROI and Decision-Making

The integration of AI and computer vision into retailers’ operations enables data-driven decision-making, leading to improved return on investment (ROI) and enhanced customer experiences. By understanding how social media influences shoppers’ decision trees, brands can allocate resources more effectively, focusing on products that resonate with their target audience. They can also bring valuable offerings and benefits to real-time trends, and, most importantly, resonate better with their customers.

The Future of Social Media’s Impact

It is evident that social media’s influence on shoppers’ decision-making in brick-and-mortar stores is not a passing trend but a transformative force that will endure. As consumers continue to embrace social media platforms and influencers play a crucial role in shaping trends, retailers and brands must adapt to this change. By actively monitoring social media conversations and leveraging AI-powered technologies, businesses can stay ahead of emerging trends, effectively engage with their target audience, and deliver personalized experiences that drive customer loyalty.

Conclusion

Social media platforms have fundamentally altered shoppers’ decision tree navigation in physical stores. From discovering new products to seeking peer recommendations, social media has become an integral part of the purchasing journey. As a marketer in a startup leveraging AI and computer vision technology, you have a unique advantage in detecting trends early on. This enables brands and retailers to adapt and optimize their strategies. By embracing this innovative approach, retailers can enhance their ROI, make data-driven decisions, and create memorable shopping experiences that resonate with modern consumers’ ever-evolving preferences.