Retailers 'should be aware of social media impact on brands'
E-commerce
23 September 2008
E-commerce organisations need to be more aware of the role that social media is playing in influencing customer decisions, according to one expert.
Consumers are increasingly harnessing social networks to warn others away from brands and companies that they have had negative experiences with, Geoff Galt of Tealeaf noted.
"These things ... have a significant brand impact and do actually discourage people from doing business with that company," he warned.
However, Mr Galt went on to predict that the internet will only increase in importance as a viable retail and business channel in the future, explaining that the web is particularly attractive in the current economic climate and that it is the best method of getting to potential customers.
A recent poll by Tealeaf found that almost four in ten UK consumers are likely to abandon an online transaction if they come up against problems with the website in question.
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