We've all read that followers of brands on Facebook spend more money than consumers who are not fans:
Why do your Facebook Fans spend more?
- Your brand is front of mind, leading to increased frequency of purchasing and therefore a higher annual spend
- You have more regular, yet informal contact with the brand, which as a consequence, penetrates your subconscious mind. We have a greater affinity towards things we are familiar with. ( I studied Neuroscience at university, so I take an interest in these things : )
- As customers, we feel like brands on Facebook are really listening to us. Since they care more about us than their competitors do, we return favor in kind.
So when situations arise when retail therapy comes to the surface, your brand wins. Triggers for increased purchase frequency:
- Indecisive moments where you might be thinking about where to eat. I keep thinking about Giapo Gelato when it's dessert time.
- Idle time when you might be tempted to make an impulsive purchase. You might be browsing your newsfeed and buy a pair of shoes online that were on sale. You could be walking down the street and see a Facebook sign in the window of a store that makes a connection to something you saw online earlier.
The Emarketer article reporting on the Syncapse and Hotspex study
The Syncapse Whitepaper describing their research methodology