Snapchat is hugely popular among millenials, but retailers need to ask themselves: should your brand be on it, and more importantly, how?
Placed, a location-based data company, arrived at unflattering findings for brick-and-mortar chains after looking at which ones were often patronized by users of Snapchat, a veritable gold mine leading into the back-to-school season.
Sixty percent of the 65 most-visited merchants, Placed discovered, hadn’t even bothered to launch an account on the mobile app that counts 150 million global users, many of whom belong to the coveted Gen Z and millennial demos.
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Bath & Body Works, Payless ShoeSource, Cold Stone Creamery, Trader Joe’s, Jamba Juice and Domino’s are notable names on Placed’s list of retailers that are hugely popular with Snapchatters—but ignore marketing to them.
A new Snapchat-commissioned study by MARU/VCR&C that surveyed 2,223 U.S. consumers found that 47 percent of Snapchatters have sent a snap—a post in the app’s parlance—to friends while in stores.
75% of its users have been informed or influenced by Snapchat during a shopping trip, the study revealed. And on average, the app’s devotees between 13-34 years of age spend more each month across retail categories including clothing (55 percent more), accessories (+10 percent), shoes (+36 percent) and health/beauty (+17 percent) than their non-Snapchatting peers.