Why advocacy matters to online retailers: Customer focus can mean greater loyalty and financial returns are in store

Consumer advocates are potent allies to becoming a successful online retailer. By turning more of your consumers into advocates, your business can achieve a better bottom-line, while satisfying customers with a more pleasurable online shopping experience. A recent IBM Institute for Business Value study of nearly 2,500 U.S. online shoppers reveals that retailers who incorporate customer insights across business operations to improve convenience, service and the online shopping experience are better able to reap the financial benefits of customer advocacy.