March 31, 2008, 12:00 AM

Focusing more on engaging customers online

Merchants are improving how they engage consumers online, according to two new Forrester Research reports.

Internet Retailer

Retailers are moving toward engaging consumers through social marketing, though new-age techniques like blogs and social networks still take a back seat to search and e-mail marketing, according to a study from Forrester Research Inc., “Top US eCommerce and Online Retail Predictions for 2008.” At the same time, when they set their priorities for 2008, most retailers focused on improving how they engage consumers online by upgrading the usability, usefulness and enjoyableness of the online experience, according to a second Forrester report, “Customer Experience Spending Intensifies in 2008.” Companies are looking beyond the traditional web browsing experience and concentrating on rich Internet applications, cross-channel interactions and mobile commerce. As a result, most companies plan to boost spending this year on tools that can improve the online customer experience, including web analytics and customer satisfaction surveys, Forrester says.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Seth Barnes / E-Commerce

Commissions are for closers

A Savings.com executive responds to an Internet Retailer article describing a web merchant’s decision to ...

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

Advertisement