CanadaIT.com (full disclosure - the site is a subsidiary of IT in Canada) is currently featuring an excellent article on the impact of social on the future of retail.
"Winning over the digitally-empowered consumer
," by Pinar Cardwell, an Associate Partner with IBM's Retail Consulting Practice, uses results from three different IBM research initiatives - studies of consumers, CMOs, and CEOs - to frame a discussion of how retail can and should use analytics and social technology to create stronger links with a changing customer community.
The article centres around the notion that "retailers are gaining traction as they begin to gain trust – which is the strongest driver of both advocacy and spend," and provides guidance on how to assemble the key components of a retail strategy targeting the mobile consumer. It includes examples from two global retailers (Staples and Lee Jeans), and two Canadian web-based consumer resources, yellowpages.ca and SHOP.CA.
Many of the points in here will be familiar to followers of ITMD's SoLoMoN research
- and whether you are or aren't in that category, the article is well worth a read!
Winning over the digitally empowered consumer can be found at: canadait.com/?t1=1&n_id=25399