Omni-Channel Retailing Goes Social

February 2013 Integrated Solutions For Retailers

By Chris Cunnane, senior research associate, Aberdeen Group.

Consumer influence now reaches far beyond a close circle of friends.

The voice of today’s customer continues to grow louder, with more customers sharing thoughts, feelings, opinions, and recommendations in real time across a vast social network. As a result, retailers need to keep their eyes and ears open and embrace social media as part of their omni-channel strategy. According to data collected for the Best-in-Class Strategies to Overcome the Disconnected Customer Experience report, Best-in-Class retailers have placed a higher emphasis on the integration of social media into their omni-channel initiatives.