Social tools have become an important part of a retailer’s online strategy. It’s an exciting new way to engage customers. For the consumer it’s a way to share their online experiences. The Facebook ‘Like’ button has proven to be a popular tool with sites like Levis, who were one of the first to implement the button to their product pages. A recent eMarketer  post "Online Merchants Love Facebook’s 'Like’ ", states:

 

Research indicates that consumers have come to expect social tools in their online shopping process. According to a recent survey conducted by research firm e-tailing Group, data shows that 71% of consumer’s rate customer reviews have the greatest impact on their buying decision, 57% like the question and answer feature, 45% like community forums and 31% like a retailers Facebook wall. The report also shows that consumers ‘seek a variety of voices’ to influence their buying decision – 55% say that friends and likeminded consumers are the most influential. Retailer and brands are the least to influence a consumers buying decision.

 

Consumers like to share their online shopping experiences and retailers should recognize that social tools are essential to any website.  It’s another way to increase brand awareness that can have a direct effect on sales and help grow a business.