Retailers lack time and knowledge to make the most of social media

A third of retailers say they do not have the time or expertise for social media, according to new research from trade communications agency, Clarion.

However, 69% of retailers see the growing importance in using it. The research shows that 32% are now active on social media and spend 3.7 hours on it per week on average. Seventy per cent of those active have dedicated pages for their shops, with 88% creating their own content. One in five share content produced by brands and the trade press.

Despite growing interest in social media, retailers lag behind general consumer use. Seventy per cent of retailers rated trade magazines as their most important source of information. Trade press websites came in at 47%, just behind word of mouth.

Amanda Meyrick, Clarion CEO, said: “There is an untapped opportunity for brands to assist busy retailers in helping them to build their social profiles to grow their business.”