Wal-Mart, Costco, Kroger and Macy’s Discover The Cost Of Not Paying Enough Attention To Your Social Sites
Written by Evan SchumanNovember 10th, 2011
In retail, social media shares a very narrow attribute with CRM and Web analytics. All three were initially undermined because of the way they were sold to retailers. Specifically, the amount of effort required to extract value from them was criminally understated. A report this week showed the impact of such sales malpractice and slammed some of the largest retailers—including Wal-Mart, Costco, Kmart, Kroger and Macy's—for either ignoring complaints on their own Facebook pages or being ludicrously slow in responding.
Costco, Kmart and Kroger took the top dishonors, with each chain responding to zero of the complaints lodged against it during the review period (five working days in September). Wal-Mart ignored 41 percent of all legitimate complaints, Macy's ignored 35 percent of its complaints, Bloomingdale's ignored 20 percent, Nordstrom ignored 20 percent, Sears ignored 11 percent and Safeway ignored only five percent.
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
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-Christine
