Retail Shopping Communities Attract Shoppers, Influence Purchasing, and Retain Consumers

Retail Shopping Communities Attract Shoppers, Influence Purchasing, and Retain
Consumers
New Research: 83 percent of online shoppers express interest in sharing
information about their purchases with people they know

NEW YORK, Sept. 9 /PRNewswire/ -- As social networks proliferate and consumers
report spending more of their time online, e-commerce is ripe to weave
community into the customer experience. On average, two-thirds of consumers
spend at least one hour per week social networking, with almost half spending
three hours or more on the sites. In August 2009, the e-tailing group and
Ripple6, a leading provider of social media services to e-tailers, brand
marketers and publishers, launched the Social Commerce: Conversations Among
Consumers survey to 1,000 frequent online shoppers.

For more information on this survey, visit
www.ripple6.com/marketing/ecommerce.html

"The research objective was to explore consumer perceptions regarding social
media relative to connecting customers to one another, to merchants, and the
subsequent influence on purchasing," explains Lauren Freedman, president of
the e-tailing group. "We are pleased to report that our findings bode well for
the online merchant community."

The survey results confirm that consumers are social with 83 percent of online
shoppers very or somewhat interested in sharing information about their
purchases with people they know. In addition, 41 percent would be inclined to
join and be active participants in online communities that share information
about their favorite products.

Sharing/Community influences purchasing
This information sharing impacts commerce as pre-purchase opinions from
othersinfluence buying decisions for 74 percent of online shoppers.
Additionally, 73 percent agreed that "people like me" are themost trusted
sources when making a shopping purchase. In fact, product recommendations from
friends are almost twice as valuable as product recommendations from merchants
(46 percent versus 24 percent) for their ability to influence purchases.

"This research confirms that most of the things consumers find valuable are
those delivered by community," concludes Sang Kim, CEO of Ripple6. "Our social
platform applied to commerce fosters strong connections with consumers to
deliver more robust shopping experiences that generate incremental online
sales and keep valued customers returning more frequently."

Consumers want to connect via community
The next logical step in this social commerce evolution is to create online
communities that focus on connecting shoppers directly with others who have
purchased similar products. Survey results indicate that two out of three
consumers would be likely to join such a community if invited via email. The
primary reason for wanting to be part of such a retail community is sharing
information to help make smarter buying decisions. Equally as important is the
participant's desire to reach out and help others by recommending products and
sharing their expertise.

Merchants benefit from social commerce
These shopping-focused communities can noticeably increase Average Order Value
(AOV) and aid customer retention. Sixty seven percent of users are more likely
to purchase more based on recommendations from people in a community in which
they participate and 62 percent are more likely to frequent a retailer they
have shopped before if they can be part of a community within that site.

About the e-tailing group
The e-tailing group, inc. serves as the multi-channel merchant's eye, bringing
a merchant's sensibility to evolving the multi-channel shopping experience. A
Chicago-based consultancy, they provide practical strategic perspectives and
actionable merchandising solutions to merchants selling online as well as to
enabling technology firms. For more background about this research study or
additional information on the e-tailing group, inc. please contact Lauren
Freedman at LF@e-tailing.com or visit the e-tailing group website
www.e-tailing.com.

About Ripple6
Ripple6(TM) helps marketers, publishers and e-tailers create meaningful and
measurable connections with people in social networks. The company's social
platform creates consumer engagements and relationships, generates consumer
insights, and facilitates commerce and collaboration. The platform is highly
customizable and incorporates a brand's identity into an existing or new
website. Ripple6 is a wholly owned subsidiary of Gannett Co., Inc. (NYSE: GCI)
based in New York. The company's list of clients and partners includes Procter
& Gamble, Meredith Corporation, Unilever and Post Foods. For more information,
visit www.ripple6.com.

Media Contact:
Julie Nicholson
Weber Shandwick for Ripple6
jnicholson@webershandwick.com
212-445-8371

SOURCE Ripple6

Julie Nicholson, Weber Shandwick for Ripple6, +1-212-445-8371,
jnicholson@webershandwick.com