Social And Mobile Change Everything

By Nikki Baird, RSR Research

RSR recently released its annual e-commerce benchmark study, After the Storm: Connecting with the New Online Consumer. And, for the 85 qualified retailers who responded, the emergence of social and mobile channels was top of mind.

Comparing 2009 to 2010, we found that the biggest change in priority came from leveraging emerging channels. This is consistent with RSR's other studies — just when retailers thought they understood the playbook for managing online and growing online within a cross-channel context, the number of channels changed.