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Savings and Convenience Dominate the Future

November 18, 2014

If you are surprised that the social web impacts food-buying behaviors, here’s a word of caution: you haven’t seen anything yet.

Over the next five years consumers hope the social web will become an even more powerful tool, creating easier shopping trips with more paths to savings. That’s one of many findings in Untangling the Social Web, the newest study from the Coca‑Cola Retailing Research Council of North America.

More than 20 percent of shoppers say they expect to be able to buy products through social media sites in the near future. A similar percentage of shoppers anticipate that store-specific apps will simplify trip planning and store navigation.

Part 8 of Untangling the Social Web examines how shoppers currently use the social web and what they expect from companies. Filled with must-read insights, the study may be downloaded for free at www.ccrrc.org.

Michael Sansolo
Research Director
Coca‑Cola Retailing Research Council of North America