Company News • 25.08.2016

Most retailers not optimizing social media engagement opportunity

Social media presents unlimited opportunities for retailers to personalize, influence and enhance the customer journey

Photo: Most retailers not optimizing social media engagement opportunity...
Source: panthermedia.net / Rawpixel

While social media produces unlimited opportunities to create a memorable and personalized customer shopping experience, most retailers are not successfully executing their social media strategies. According to the just released BRP SPECIAL REPORT: Enhancing Customer Engagement Through Social Media, 81 percent of retailers using social media to engage with customers indicate that their processes need improvement.

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 postings and feedback. Another major benefit of social marketing is the opportunity for retailers to multiply the reach of their marketing and promotions by inspiring their passionate fan base to like and share content with their network. This enables retailers to increase their reach without some of the expense associated with significant promotions.

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 percent of retailers see opportunities to utilize social media to enhance the customer experience

Interaction – 75 percent of retailers support customer interaction via social media

Endorsement – 59 percent of retailers plan to utilize brand advocacy/ social media endorsement as a source for identifying their most valuable customers within three years

Satisfaction – 59 percent of retailers utilize social media comments as a means of measuring customer satisfaction

Insight – 60 percent of retailers capture customer feedback and insights from social media and online comments

Quelle: Boston Retail Partners

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