"I've looked at the J.C. Penney Facebook store … there's nothing special about it," said Van Baker, vice president and research director for retail and manufacturing advisory services at Gartner Inc., who spoke at a session on disruptive business models poised to shape retail. "It looks just like J.C. Penney's website, but it's taking customers off of it and putting them on Facebook. This just doesn't make sense to me." Other speakers (and attendees) agreed, saying they spend more time focusing on Facebook as a marketing tool rather than as a sales channel.
6. Experiment with sentiment analysis. One topic that came up several times at INNOVATE was sentiment analysis, a process that enables retailers to analyze consumers’ online comments about their brands in an effort to gather consumer sentiment towards them.
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INNOVATE: 8 Best Practices for Cross-Channel Retailers, Part 2
"I've looked at the J.C. Penney Facebook store … there's nothing special about it," said Van Baker, vice president and research director for retail and manufacturing advisory services at Gartner Inc., who spoke at a session on disruptive business models poised to shape retail. "It looks just like J.C. Penney's website, but it's taking customers off of it and putting them on Facebook. This just doesn't make sense to me." Other speakers (and attendees) agreed, saying they spend more time focusing on Facebook as a marketing tool rather than as a sales channel.
6. Experiment with sentiment analysis. One topic that came up several times at INNOVATE was sentiment analysis, a process that enables retailers to analyze consumers’ online comments about their brands in an effort to gather consumer sentiment towards them.