In fact, Twitter found that customers are willing to spend up to 20 percent more with a brand if that brand responds to their social media activities.
Of eight retail brands studied (Sephora, The North Face, Amazon, Target, Nike, Walmart, REI, Lululemon Atheltica), Amazon and Sephora were at the top of the rankings with the highest engagement on online communities, strong visual storytelling, appropriate use of each social channel and content integration across channels.
Target performed well in co-creating content with influencers. All eight brands surveyed leveraged Instagram for visual storytelling, with The North Face and Sephora doing so most successfully.
The majority of the eight retail brands surveyed focused their content on converting, persuading and support. Sephora and Target both had the most "convert" content — defined as linking to a microsite where the consumer can make a purchase or learn where to buy.
