Retailers Need a Social Media Makeover

CRM Magazine – Social media provides a wealth of opportunities for retailers to create memorable, highly personalized shopping experiences for customers, but most are not successfully executing their social media strategies, according to a report from retail management consulting firm Boston Retail Partners (BRP).

“There’s a lot of room for improvement in [retailers’] social media presence, social media campaigns, and how they use [social media] to support their overall businesses,” says Brian Brunk, principal at BRP.

Brunk says that many retailers still don’t have the right personnel, technology, processes, or priorities in place to adequately deal with the unique requirements of social media. “There’s an expectation for a quick response, but not all retailers are set up for that, and so they end up with frustrated customers,” he says.

Luckily, retailers are not simply burying their heads in the sand. They, too, see the need for improvement. In fact, in BRP’s research, 81 percent of retailers using social media to engage with customers admitted that they could use help with the channel. Sixty-nine percent see greater opportunities for using social media to improve customer journeys, and 59 percent plan within three years to use brand advocacy and social media endorsements as a way to identify their most valuable customers.

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