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The Social Impact

July 18, 2014

Although use of social media for grocery shopping is only just beginning, we can already see the tremendous impact of a variety of platforms on consumer behavior. But only part of that influence is coming from retail or brand companies themselves.

In part 8 of Untangling the Social Web, the latest study from the Coca‑Cola Retailing Research Council of North America, the Integer Group surveyed shoppers about how much they rely on social media for their shopping trips. The study found that more than one-fourth of supermarket purchases today reflect some influence, with the number expected to rise sharply in the near future.

Although a large number of shoppers follow local supermarkets on the web, especially via Facebook, most say the important influence is coming from friends, family and news sources. Shoppers say these are their primary sources for information, not brands or retailers directly.

More insights on the social web’s impact can be found in the study, a free download at www.ccrrc.org.

Also, hear my FMI Webinar “Key Steps to Business Social Media Success” at

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