Insight / November 2017

Snap Till You Drop: How Snapchat Influences the Retail Experience

For US shoppers, Snapchat is the most commonly used app during and after shopping1 — a finding with big implications for advertisers.

Shoppers are using Snapchat while they shop. Phone in hand, they share where they’re shopping, seek advice from friends, and share what they bring home.

Snapchat connects shoppers to the people they trust most — close family and friends — as they either consider a purchase, or share one they’ve just made. In fact, interactions on Snapchat are nearly 50% more likely to be between close friends than on other platforms like Facebook and Instagram.8 This might explain why it’s the most commonly-used app during and after shopping among U.S. general consumers1 — and why it’s a must for advertisers trying to influence shoppers.

Snapchatters Love to Shop

Snapchatters are enthusiastic shoppers who vote with their wallets.  According to a Nielsen Buyer Insights study commissioned by Snap analyzing a year’s worth of debit and credit transactions in the retail category, Snapchatter households spent 39% more than the national average at retail stores.2 They are also more likely than non-Snapchatters to be the first to try new products.3 Snapchatters are an ideal audience for advertisers  to reach with fun creative tools like Filters they can use while shopping in-store, the height of purchase intent.

Snapchat households  spent 39 percent more annually at retail stores than the US national average.

Shop N’ Snap

Over two in five Snapchatters recall using the app before, during or after shopping, and in some cases, they actively seek out promotions and deals from brands on Snapchat.

"I’ve looked to see if a brand is on Snapchat and check out what promotions they have posted."5

Even for advertisers who aren’t actively pushing deals, Snapchat provides ways to get in front of shoppers. For example, nearly a third of Snapchatters who use the app in their shopping journey take Snaps while trying on clothes, which sets up a great opportunity to use Sponsored Filters to ask friends, “how does this look?”. Plus, 25% of Snapchatters actively look for Filters when they shop!9

29 percent of Snapchatters who use the app in the shopping journey send Snaps while trying on clothes and 37 percent send Snaps to ask for opinions.

But a Snapchatter’s trip to the store is more than an opportunity to influence their purchase decisions — it creates an opportunity to reach their friends, too.

Snapchatters are Retail Influencers

When browsing a store, 37% of Snapchatters who use the app in their shopping experience send Snaps to ask for opinions, and 35% intend to share where they’re shopping.6 Snapchatter recipients of this content get trusted recommendations from their close friends, rather than an ad in a news feed.

"If I see someone Snap something I want, I will go back and replay their Snap to make sure I'm getting the right thing."7

The Snapchat Shopping Cycle

The window for influencing shoppers on Snapchat isn’t limited to in-store experiences. Snapchatters are more likely than non-Snapchatters to be inspired before hitting the stores10 — which includes viewing their friends’ Snaps for inspiration. They’re also more likely than non-Snapchatters to share what they’ve bought after leaving the store11 — which can serve as pre-shopping inspiration for their friends’ next purchase.

The Snapchat Shopping Cycle.

By advertising on Snapchat, advertisers can reach their audience during every step of the shopping process. It’s a powerful way to influence Snapchatters with fun creative, just in time for their next trip to the store.

  1. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  2. Source: Nielsen Buyer Insights 2017 commissioned by Snap Inc. Study conducted between the dates 6/1/16-5/31/17.
  3. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  4. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  5. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  6. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  7. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  8. Source: 2017 Sparkler study commissioned by Snap Inc.
  9. Source: 2016 MARU/VCR&C Retail Today Study commissioned by Snap Inc.
  10. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.
  11. Source: 2017 U.S. Murphy Research commissioned by Snap Inc.