Shoppers look for enhanced personalisation and more choices in how they interact with retailers through social media, according to a recent survey conducted by NCR Corp.
The NCR survey polled more than 400,000 consumers regarding their experiences with social media and how retailers can better serve their needs.
The survey showed that shoppers are more likely to do business with a retailer who recognises them as individuals through social media and incorporates their preferences. Every contact a retailer has with customers, from social networking sites such as Facebook, to status update sites, such as Twitter can influence a buying decision.
Consumers are more likely to respond to unified social media offers from retailers rather than stand-alone offers, showing retailers need to unify offers across social media channels. Respondents also expect retailers to listen to feedback provided through social media channels and respond, the firm said.
In addition, the ability to interact with domain experts was also a major perceived benefit and many respondents stated that the ability to interact with experts and obtain fast and knowledgeable support was a major decision in where and how they shopped.
Sundeep Kapur, director of strategic marketing at NCR Corp, said: “Social media is an exciting way for retailers to engage customers and build communities of interest around their brand. The survey results demonstrate that retailers who present a holistic understanding of their customers and deliver more personalised, relevant offers through social media can open new revenue channels and see a greater return on investment through social media.”
