81% of Retailers Utilizing Social Media for Customer Engagement Indicate their Methods Need Improvement, According to New BRP Report

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Social Media Presents Unlimited Opportunities for Retailers to Personalize, Influence and Enhance the Customer Journey

BRP Special Report - Social Media
Social media provides retailers a venue to directly communicate with their customers and it can be an extremely powerful tool for collecting and using customer insights to improve planning decision.

According to a new special report from Boston Retail Partners (BRP), social media produces unlimited opportunities to create a memorable and personalized customer shopping experience; however, most retailers are not successfully executing their social media strategies. According to the BRP SPECIAL REPORT: Enhancing Customer Engagement Through Social Media, 81% of retailers using social media to engage with customers indicate that their processes need improvement.

“Social media provides retailers with unprecedented visibility into their customer base. It provides a venue where retailers can directly communicate with their customers and it can be an extremely powerful tool for collecting and using customer insights to improve planning decisions,” said Brian Brunk, principal at BRP. “Retailers can understand who the customer is, what she wants, when and where she wants it, and even why she wants it based on social media postings and feedback.”

This Special Report provides insight into BRP’s 2016 Customer Experience/Unified Commerce Survey and highlights the social media opportunities and challenges facing leading retailers today.
The report identifies five key areas where retailers should utilize social media to improve the customer journey:

  • Experience – 69% of retailers see opportunities to utilize social media to enhance the customer experience
  • Interaction – 75% of retailers support customer interaction via social media
  • Endorsement – 59% of retailers plan to utilize brand advocacy/ social media endorsement as a source for identifying their most valuable customers within three years
  • Satisfaction – 59% of retailers utilize social media comments as a means of measuring customer satisfaction
  • Insight – 60% of retailers capture customer feedback and insights from social media and online comments

To download the complete BRP SPECIAL REPORT: Enhancing Customer Engagement Through Social Media, visit: https://bostonretailpartners.com/2016-brp-special-report-social-media/

The 2016 Customer Experience/Unified Commerce Survey sponsors are Aptos (platinum), Experian Data Quality (gold), Fujitsu (gold), Manhattan Associates (gold), NCR (gold), PCMS (gold), Radial (gold), and Enactor (silver).

About BRP

BRP is an innovative and independent retail management consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants' deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm's unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Information Technology | Private Equity

For more information on BRP, visit http://www.bostonretailpartners.com.

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David Naumann
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