I’ve just read a fantastic book ‘groundswell’ . I recommend it as it has some great case studies on how retailers are trying to develop strategies to connect with their customers and also create communities. There are not enough case studies of UK companies so I’ll try and sniff out some and upload them on here for you.
I think we are only just scratching at the surface of how the social network technologies will impact on how we retail over the next 10 years. We need to learn from the last ten years of eCommerce technologies and apply the latest social network, collaborative approach so that we can work together with customers not shout at them.
If you are a CEO or Director of a retail business within the UK ask yourself the following 3 questions?
1. How often do you listen to customer comments, direct from the customer?
2. How many of your customers are blogging about your business online right now?
3. How many of your most talented staff have you lost to the competition in the last 12 months?
The groundswell thinking is already here, active and working faster than ever. Customers are forming new alliances online and so are employees. Please prepare yourself for this. Your shareholders need you to act before the Christmas Trading season of 2008.