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05:41 14th June 2011
A considerable amount of retailers are not capitalising on the potential of changing their online operations into entertainment destinations through the use of social media and its integration, Charlotte Woods, analyst at Verdict, said in a press release.
“Most retailers have recognised the value of social media, but very few have realised its potential to benefit their online stores," she said.
She went on to say that by treating their operations separately, companies aren’t realising the full power of social media.
"Retailers have the ability to attract increased levels of traffic to their online stores by using social media to create entertainment destinations which consumers can get excited about. As a result, retailers have the ability to create retail theatre online," she said.
Her comments emerged as a new report by Verdict, the independent retail analyst, revealed that although e-commerce and social media are separate entities for retailers, those that recognise the potential of combining the two will reap the rewards.
Posted by Derek Oldman
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