Efficient customer response (ECR) is the magic word in the retail sector. It’s all about identifying customer wishes, taking them seriously, and appropriately responding to them — which applies to both retailers and their suppliers. But what is often only looked at in terms of logistics or potentials for increasing efficiency or optimizing processes has now acquired a new dimension: ensuring the satisfaction of ultimate consumers on the basis of systematic Internet monitoring.

Growing numbers of consumers now visit blogs and forums to share information, experiences and opinions about products and services. Particularly when they are deciding what to buy, these blogs and forums can provide them with valuable information, both negative and positive. Recent studies in the United States and Britain show that young consumers in particular are increasingly taking advantage of these sources. And consumer choices appear to be influenced not only by purely rational arguments, but also by emotional, image-related value judgments.

Cogisum Web 2.0 Observer is a mature tool that is already being used in various retail segments. Particularly in sensitive product categories, it is important for retailers to anticipate trends and pick up critical signals. This is valuable for making decisions on new products to develop, and can also be very effective for nipping crises in the bud.

Cogisum deploys a team of consultants with retail experience to successfully support Web 2.0 Observer projects in this sector. The customized solutions deliver realtime insights into ongoing communications among customers and prospects, letting both retailers and manufacturers draw valuable conclusions for their everyday work and future product and brand strategies. 

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