European Social Retail Is A Work In Progress

June 25th, 2010

Patti Freeman Evans

Lauriane Camus

With contributor:

Brendan McGowan

Summary

Social media is transforming the way European online buyers interact with each other and consume content. Online buyers are using social media to connect with their peers and, to a much lesser degree, starting to use such tools to connect with retailers and brands. The direct impact of this behavior on retail sales is still limited. European eBusiness executives are still in testing and development mode as they strive to forge the right social strategy to drive online sales, service, and engagements. In this evolving area, eBusiness professionals need to open up their social efforts to include those online buyers who are using social tools on a regular basis. Companies also need to enable online buyers to find guidance and advice from peers during the purchasing path, leverage engaged online buyers, and learn about potential opportunities that social commerce presents.

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