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How Brick-and-Mortar Retailers can see Offline Results through Online Engagement

Original Source:  A Social Media ‘How To’ for Retailers, By: Maya Swedowsky, Associate Research Director, Online Division, The Nielsen Company

Though 96.5% of retail sales are still made in brick-and-mortar stores, the Web holds huge influence over buying decisions, Nielsen’s Maya Swedowsky writes. She suggests retailers use social media to engage with customers to learn about their shopping experiences. Zappos, Wal-Mart, Starbucks and Best Buy all provide handy models for building engagement, Swedowsky noted.

As social media continues its meteoric ascent, newly empowered consumers wield more control than ever before. Although retail sales are dominated by brick and mortar stores

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