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.
Source: http://www.maveron.com/blog/2009/12/social-shopping-not-just-a-fad/
