Retailers need to up their e-commerce game
Dec 16 2010
Most retailers don't generate revenue from their websites
The majority of retailers do not generate any turnover from their websites, research finds.
While 80 per cent have some form of online presence, 53 per cent of these do not make money through the internet, according to a study of 250 retailers by Opinion Business Research.
A lack of awareness of social media is also apparent, with fewer than a quarter (22 per cent) of retailers employing social media to market their business and only 28 per cent properly monitoring what customers say about them on such sites.
Roman Bukary, head of industries marketing at software provider Netsuite says: ‘Over the last ten years, e-commerce has changed the face of retail and gets more and more popular every year. The fact that so few high street retailers are truly taking advantage of the internet to engage with consumers in a dialogue, gauge feedback, enhance sales and increase geographical reach could be a worry.’
Adds Bukary, ‘As people’s shopping habits continue to migrate to the web, the risk is that high street retailers could be left behind.’
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