Even this early in the game, there are already stark lessons in what separates a good retail social media offering from a bad one.
Miami, FL (PRWEB) May 19, 2011
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: