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October 22, 2013updated 04 Apr 2017 4:10pm

Nearly half of retailers to allow social media purchases by 2018 – Infogroup Targeting Solutions

Nearly half of retailers plan to allow customers to make purchases through social media channels by 2018, according to a report by Infogroup Targeting Solutions.

By Ellie Chambers

Nearly half of retailers plan to allow customers to make purchases through social media channels by 2018, according to a report by Infogroup Targeting Solutions.

While only 24% of merchants surveyed already had the technology, 46% said they planned to roll it out during the next five years. One surprise that came out of the survey was that 40% of retailers do not plan to implement free WiFi in stores.

Michael Penney, managing director of agency services for Infogroup, said: "Some retailers require the bandwidth provided by free Wi-Fi because they’re developing sophisticated personalisation strategies.

"Others either don’t have a marketing need right now or think that Wi-Fi will become unnecessary as cellular networks advance."

The reported also found that few merchants have struggled to adapt to a multi-channel environment. Only 37% of retailers said they had achieved a consistent, multi-channel marketing strategy and 47% said that effectively using customer data was their biggest marketing challenge.

Don Patrick, president of Infogroup Targeting Solutions, said: "Our survey revealed that retailers struggle with using the data that they already have.

"Retailers must also invest in analytics to maximize ROI and improve the customer experience."

 

Related articles:

The Digital Banking Club – What is realistic for financial services companies to achieve via social media channels? Webinar report

ICICI Bank uses Facebook for mobile payments

For banks, customer data is the new king

 

 

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