Tectura Retail Expert Randy Davidson Recommends that Retailers Need to Better Consider Social Media Implications to Ensure Cross-Channel Balance

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Latest Blog Post on Retail Industry Thought Leadership Site What's Next Retail Offers Suggestions on How to Best Manage Facebook and Twitter as Sales Channels

Randy Davidson

"With the explosion of iPads and smartphones and how consumers are engaging with those devices, retailers need to be able to at least keep up with their consumers. It’s been a problem that consumers are far more ahead of the retailers in many aspects.

In a new blog entry on retail thought leadership site WhatsNextRetail.com today, Tectura Senior Retail Consultant Randy Davidson said that there are new integration issues that have emerged as social media grows and matures, as a sales channel. Davidson said that with Facebook specifically emerging as a large retail opportunity, retailers are challenged with a new emerging channel to support, from a marketing and technology perspective. The challenge of building and supporting the one customer 360 degree view as they engage with all of the retailer’s different channels will continue to grow.

Davidson said every retailer faces this challenge since every customer is looking at Facebook and Twitter feeds for information as well, frequently as they prepare to make a purchase. Often, his advice starts with taking the first step in better engagement with the customer by getting more information into the hands of the stores so they know how to engage with the specific customer.

"This challenge may also lead to the need to invest in new technologies because the consumer is using those new technologies as well." said Davidson. "With the explosion of iPads and smartphones and how consumers are engaging with those devices, retailers need to be able to at least keep up with their consumers. And it’s really been a problem that consumers are far more ahead of the retailers in many aspects."

Davidson said he's optimistic, though, for a lot of reasons. "Many of the retailers we meet with are finally asking the right questions…about how to most effectively get data from these social media outlets into their systems and then back out to store to take action. It’ll be an exciting year as more and more retailers begin to move down this path."

Randy Davidson is the Senior Retail Industry Analyst at Tectura. and a regular contributor to
WhatsNextRetail.com, a thought leadership site led by members of the Retail Industry Partner Community, a network of Microsoft Dynamics partners.

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