Australian retailers will lose out on potential sales to overseas e-commerce sites if they continue to underuse social media and paid search listings.
Social media firm SR7 has released the findings of research into the social media presence of top 100 ASX listed retailers, finding 76 of the top 100 failing to embrace Facebook or Twitter as an e-commerce platform.
SR7 partner James Griffin said: "Every week top retailers talk about the need to harness the power of social media, but unfortunately for their shareholders, talk doesn't necessarily lead to action. Retailers should be looking beyond using social media purely as a medium to push a message but in fact as the next evolution of the online store."
Griffin named Target, Harvey Norman and Bing Lee as three retailers who are using multiple platforms well, but stressed they were the exception rather than the rule.Australian retailers continue to face pressure from overseas e-commerce sites targeting local consumers, especially with the high Australian dollar.
This week, American retail giant Barney's introduced international shipping to 90 countries including Australia.
Search engine marketing firm E-channel Search chief executive Frank Grasso said Australian retailers were behind their American counterparts when it comes to effective paid search listings.
Grasso said: "Barney's extending their e-commerce website to target Australian shoppers should be motivating high end Australian retailers to compete on all levels. American retailers are well ahead of the game when it comes to online advertising including the professionalism of both their services and their websites.
"Australian retailers need to do their research when undertaking paid advertising. It is imperative for retailers to undertake effective keyword matching to the categories and brands associated with their offers."
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