One in five online shoppers would follow a brand on a social media site if it meant they were entitled to special deals on items such as groceries, a new report by Evolution Insights has revealed.
It was found that 65 per cent of food shoppers use social media sites, such as Facebook and Twitter, but would only follow a brand if they were given an incentive.
As a result, brands that use social media sites to promote themselves through ads or money-off deals tend to engage with consumers more, the report suggested.
James Johnson, lead analyst at the market research firm, said: “Special offers and shopper marketing is too often poorly targeted online”.
For online grocery shoppers, it’s more about relevance than aggressive discounting – a common complaint among shoppers is the lack of relevant offers and suggestions online.”
It was also revealed that 75 per cent of online buyers start their shop by going straight to their favourites or by typing keywords into a search engine.
More Brits could start looking online for discount vouchers as inflation has reached a six-month high.
The Office for National Statistics revealed yesterday (December 14th) that inflation reached 3.3 per cent in November due to an increase in food and clothing prices.