Online Shoppers Shape Future Of Retail, Specialty Sales

As the virtual marketplace expands and flourishes, many specialty food retailers are taking steps to put their offerings online, grow their web presence, or figure out ways to best communicate with and satisfy their customers. “I think it’s a great opportunity to go online,” says Dr. Renee Hernandez, who last year started selling his Bronx, N.Y.–based Tirado whiskey online via third-party retailer Bottlerocket.

According to the survey, online shoppers expect retailers to be available online and ready to interact at any hour via website or social media networks. Social media also plays a big role in how customers find new brands, with 58 percent of the global sample discovering a new brand via Facebook, Twitter, or other social site.

Kristin Linquist, vice president of operations for grocery-delivery service Door to Door Organics, says her company employs a community manager who focuses entirely on the business’ social media channels and answers customer questions and concerns via Facebook and Twitter. That manager also sends users to customer service representatives when necessary.

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