The Best Retailers Already Tackling the ‘Now What?’ Part of Social Media, New Study Finds

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RSR Research, an analyst firm providing market intelligence on retail technology trends, announces the results of its latest research report, "Social Media’s Impact on Customer Engagement," sponsored by Informatica and SAP. The research finds that top performers have made more headway in creating the two-way dialogue required to meet customer’s needs.

Even this early in the game, there are already stark lessons in what separates a good retail social media offering from a bad one.

RSR Research's latest report, "Social Media’s Impact on Customer Engagement" finds that in order to engage with customers in two-way dialog, retailers have to earn that right by better demonstrating their ability to listen, but that to be truly effective, all retailers desperately need an executive to manage the overall customer experience.

These findings are based on a survey of 111 retailers in the spring of 2011. The report can be downloaded at http://www.retailsystemsresearch.com/_document/summary/1291. The report is sponsored by Informatica and SAP.

"Retailers are being dragged into this by the consumers’ rapid and insatiable willingness to use seemingly impersonal electronic devices to engage with one another in the most personal of ways,” said Steve Rowen, Managing Partner at RSR Research and co-author of the report. “However, even this early in the game, there are already stark lessons in what separates a good retail social media offering from a bad one.”

"It all comes down to better listening,” adds Brian Kilcourse, the report’s co-author. "The best retailers already understand this, and they want to develop a managed environment so that consumers can talk to each other, while they get to listen in. This will ultimately give retailers insight into a new demand signal: customer sentiment.”

"Social Media’s Impact on Customer Engagement" contains analysis of the business drivers, opportunities, and organizational constraints surrounding Social Media initiatives, as well as prescriptive recommendations for creating a viable Social Media offering within retail. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends, and can be downloaded here:

http://www.retailsystemsresearch.com/_document/summary/1291

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Nikki Baird
RSR
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