Study: Socially Engaged Facebook Fans Spend More on Groceries

Collective Bias, a shopper social media company, released data that reveals the relationship between Facebook fans and bottom-line revenue for grocery stores. The results help answer a primary question faced by marketers: can social marketing impact a business' bottom-line? The recent study looked at the purchasing habits of a large regional grocery chain's 600,000 loyalty card members before and after they became Facebook fans. It found a direct link between social engagement and sales, demonstrating the integral role social media is playing in today's marketing mix. The full study conducted by Yeti Data, "Social Engagement and its Impact on a Buyer's Purchases," revealed that a Facebook fan of the retailers spent almost 50% more than a non-Facebook fan over time. Incidentally, this 'customer signal' became stronger over the last three years, instead of weaker, in the face of other social marketing options.

"We've intuitively known that an omni-channel marketing strategy is the most effective way to increase sales. This study was conducted to help marketers solve measurability challenges when it comes to social's role in driving sales," said Bill Sussman, CEO of Collective Bias. "Identifying the link between a strong social program and bottom-line revenue helps clients better allocate their future marketing budgets." "We are thrilled to be able to validate Facebook as a key factor in driving in-store sales," said Victor Szczerba, CEO of Yeti Data. "This gives our customers what they really need: social media with quantified results." Additional Key Findings: