Social Shopping: Not Just a Fad

by Giuseppe Taibi on December 17, 2009

But retailers should map out a strategic social shopping strategy if they want to succeed in this new world – not just blast out coupon codes to temporarily boost sales. To become a valued brand in the social shopping decade ahead, retailers need to:

  • Put authenticity at the center of everything they do: if a brand moves away from its roots and loses touch with its core consumers, they will suffer immensely, because consumers want credibility, transparency, and their voice to be heard.
  • Develop a true multi-channel strategy, engaging consumers in a personalized way and on their terms wherever they are (online, mobile, in-store, call center, TV shopping etc.)
  • Build a real community around their brand using all aspects of the social web (Facebook, Twitter, a brand blog, customer forums, mobile social networks, ratings & reviews sites etc.) to engage in an open, ongoing dialogue with customers.
  • Explore crowdsourced product development to give consumers a real say in how their products evolve and change to meet consumer needs.
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