Online shoppers are a loquacious crowd. Increasingly, they want to comment on products, share experiences and discuss what the brand means to them.
If they cannot have those conversations on the retailer's website, they will have them elsewhere on the internet.
Ashley Friedlein, chief executive and co-founder of Econsultancy, which publishes research and guidance on best practice in online marketing and e-commerce, says: “Shopping is an experience that people love to share, whether it has been positive or negative.”
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