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BizReport : Ecommerce archives : September 02, 2014

Driving website traffic revealed as retailers' biggest challenge

A study of prominent retailers in the U.K. by imaging specialists SpinMe reveals that the biggest challenge they face is driving traffic to websites, while social media tops the list of things retailers would like to explore further if time and money were unlimited.

by Helen Leggatt

Four in 10 (41%) of the prominent retailers surveyed by SpinMe in July, 2014, cited getting new potential customers to their online stores as being the top issue faced. The retailers, which came from a range of sectors including fashion, sporting, home-ware, leisure and automotive, cited finding innovative ways to market products and staying competitive as joint second-place issues (24%) followed by selling in a global marketplace (11%).

"While the industry is awash with talk of internationalization, it's interesting to see the biggest challenge for retailers is closer to home," said David Brint Managing Director of SpinMe.

The survey also asked retailers how, if money and resources were unlimited, they would enhance their websites. For 41%, making better use of social media was a priority while 29% cited online customer support and interaction. Eighteen percent were keen to be able to put more time into researching emerging technology and 12% wanted to develop a more personalized website experience.

"Given the social platform opens up channels offering many new ways of attracting traffic, such as Instagram and its photo editing options or the wide range of inspirational photos on Pinterest, perhaps social media should become an industry priority rather than a 'nice to have' as it could enrich two areas of business," said Brint.

Other key findings from SpinMe's survey include:

- 63% of retailers would like to learn more about product styling and imaging techniques through how-to videos and tutorials;

- 23% of retailers cited the biggest challenges faced when photographing product images were lighting and styling;

- 23% found post-production of images time-consuming;

- Creative direction, consistent image quality and increasingly demanding volumes of product photos frustrated 18% of those surveyed.

Image via Shutterstock

Tags: imaging, retail, social, traffic, UK, website

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