Many Retailers Lacking in Social Media Responsiveness

Millions of retailers have a social media presence — and are active with their own postings. BUT, and this is a big but, many are not responsive enough to social media comments made by customers and non-customers. They are especially weak in responsiveness to Twitter tweets.
As reported by eMarketer:
“In Q3, 2015, Eptica examined customer service metrics on Facebook and Twitter across various retail sectors. On Facebook, jewelry retailers had the highest response rate to questions, at 80%, while toy and hobby retailers were least likely to respond, at 46%.”
“The same study on Twitter found that health and beauty retailers had the highest response rate, at 41%. Food and drug retailers were on the other end of the spectrum, answering just 14% of questions posed to them on Twitter.”
And, according to the Eptica study, even when retailers responded to tweets, the questions were not necessarily answered correctly. Click the chart to read more. 

 

 

This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing and tagged , , , , , , , , , , . Bookmark the permalink.

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