Retailers 'to step up online PR and marketing efforts'
by ClickThrough | 22 Jan 2010
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Traditional retailers plan to take the fight to their web-based competitors in 2010 by embracing cross-channel marketing strategies and improving customer focus, an expert has said.
In a blog for online marketing news site Econsultancy, Meghan Keane wrote that the lesson of 2009 for bricks-and-mortar retailers was failing to keep up with internet-only firms means they will "fall behind in sales goals overall".
She noted a recent study by ForeSee Results found that online retailers such as Amazon tend to have higher customer satisfaction scores than those with both physical and digital stores.
However, the traditional retailers that performed best in the study were those that have made an effort to get their online shopping experience "up to speed".
In 2010, these firms plan to use more internet marketing to narrow the gap with e-retailers, with online marketing services aimed at mobile internet users expected to be one of the biggest areas for growth over the next three years, Ms Keane said.
"As consumers become more and more adept with digital mediums, it is up to retailers to figure out how to provide the best experiences for them," she wrote.
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