September 25, 2006

Teens + Social Computing = Social Shopping

Marketers To Teens Must Adapt To New Retail Behavior

by Charlene Li

with Sucharita Mulpuru, Elana Anderson, Christine Spivey Overby, Chloe Stromberg, Tenley McHarg

Executive Summary (This is a document excerpt)

For teens, shopping has always been a social sport. What happens when you add cell phones, texting, IM, and email to the mix? More than multichannel mayhem. Retailers and brands that sell to the youth market may be tempted to ignore this brouhaha, but they do so at the risk of leaving money on the table. Social shoppers are valuable consumers. By leveraging Social Computing intelligence, retailers and brands can attract more social shoppers, deliver promotions more effectively, and pour fuel on their word-of-mouth marketing efforts.

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