Retail increasingly influenced by social media - study
Posted by Rachel Fielding in Social CRM on Mon, 12/09/2011 - 01:23
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Social media is becoming ever more influential as a retail channel in its own right and mobile shopping trends will drive cross-channel demands, a new study into consumer shopping behavior from IBM has found.
Over half of adults use social networks to assist with shopping decisions and more than a third said that they would use social media platforms to read reviews and rank products or services.
The findings of the survey of 4,000 adults across Great Britain, France, Germany and Italy highlight the need for retailers to understand the powerful influence these technologies have on the shopping experience and for them to integrate social networking into their cross-channel customer strategy, IBM says.
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