It's very rare these days to come across someone who doesn't have a profile on at least one social networking site. Logging onto these platforms has become something that many people do daily. While the sites started out as a way for individuals to stay in touch with friends and family as well as connect with other people, these networks are now making their way into the business realm.

Retailers across the world have taken notice of social media and what it can do for their operations, whether in the form of improving customer service, posting deals and discounts or letting individuals know about new products. Because of this widespread adoption of social media within the retail industry, businesses that have yet to establish a strong presence on at least one social site should do so now or risk losing out to competition.

Small and medium retailers need to follow suit
Larger corporations have been leading the way of social media adoption, mainly to use for marketing campaigns as the sites allow brands to reach out to consumers throughout the world. This means they are no longer confined to broadcasting promotional messages to audiences in their general areas. On the other hand, it also means that small and medium merchants need to take a page out of the book of their larger counterparts.

Research from Internet Retailer discovered that out of the Top 500 retailers located throughout the world, only four are not present on social media networks. These large brands have learned the importance of maintaining pages on social sites, as consumers go online to interact with companies now, whether it is to browse for product information, get answers to their questions or resolve issues. The study also found that the most popular platforms that these retailers are using include Facebook, Twitter, YouTube and Pinterest, in that order.

Small merchants don't need significantly large presence
For many smaller companies, having a huge social media presence like larger retailers do is perhaps not possible, as these businesses are unable to devote the same kind of resources to social media as their big-name counterparts. However, being on social sites does not require extensive amount of effort – retailers can still see successful results no matter their size.

The Press-Enterprise suggests that companies first build a fan base of local consumers on social networks, and then ask those individuals to share brand-related information. Merchants can also request that shoppers check-in at their physical storefronts as well as share reviews on social platforms.

When doing business with a brand, customers like to feel valued and appreciated. While this can often be accomplished by sales associates simply greeting and thanking shoppers for their patronage, the internet has now added more to the mix. Consumers are looking for personalized interactions from retailers, whether it is in stores or online.

Internet Retailer reports that research from Experian Marketing Services found that incorporating personalized components into email messages can significantly boost revenues. The study looked specifically at upcoming Mother's Day, on May 12, and recommended that merchants wanting to benefit from related sales should include personalized subject lines. By doing this, businesses can increase open rates up to 54 percent and transactions rates by 66 percent, Experian discovered.

However, personalized elements shouldn't be restricted to only emails. Customers also like this aspect when shopping at brick-and-mortar locations, according to MultiChannel Merchant. Research from MyBuys and the e-tailing group found that 40 percent of consumers are more willing to do repeat business with retailers if there are personalized communication throughout all channels. This includes emails, mobile messages and in-store interactions.

Retailers use a variety of methods to reach out to customers in order to generate interest about products and services as well as foster loyalty. One of the most popular strategies – among both merchants and consumers – is email, as this allows businesses to interact with patrons at anytime, and individuals can access these messages from almost anywhere. However, there is no certain approach that works for all companies when it comes to email marketing, as successful techniques differ among industries, the merchandise being offered and other factors. However, there are several basic steps that merchants can follow to ensure that their marketing messages are hitting the right note and developing awareness about their products.

Segmentation is good first step
Businesses know that their customers come from all walks of life, and this means that email marketing messages need to center around – and embrace – these differences in order to see the best results. Econsultancy explains that merchants need to consider segmenting their shoppers into various groups, which can be based on aspects such as gender, age, preferred products and levels of engagement, among other elements.

The source recommends several categories for businesses to use in their email databases, one of which is product reviews that consumers post online. Analyzing these opinions and putting the positive and negative ones in separate groups will not only help companies target their content more effectively, but it also gives the chance to see where improvements can be made and alert customers to any enhancements.

The source also suggests that purchase and lifecycle milestones are another category to include for email marketing segmentation. Factors like birthdays, anniversaries, due dates for expecting mothers and various important days for shoppers are great ways to promote discounts, deals and products, the source explains.

Get them to open emails
After segmentation has taken place and retailers have sent out their emails, now it is up to consumers to actually open the messages and respond. However, there are ways that merchants can boost the chance of recipients actually read their emails, increasing the chances or purchases and loyalty. Entrepreneur magazine writes that emails need to include entertaining elements, such as videos, games or easily shareable links. Another method the source recommends is always incorporating deals, discounts and offerings into emails. This significantly impacts whether consumers are willing to do business with brands in the near future.

Offering excellent products and services is an effective strategy for increasing sales, but another approach that can bring retailers successful results is by providing personalized elements for customers, both in stores and online. This helps shoppers feel valued and appreciated, further increasing the chances they will purchase from those brands in the future.

MultiChannel Merchant cites research from MyBuys and the e-tailing group, which found that 40 percent of consumers surveyed said they are more likely to buy from retailers that offer personalized interactions through all of their available channels. Online advertisements and email marketing messages that are tailored to shoppers are the biggest drivers of repeat business, the study revealed. In addition, 60 percent of respondents stated they like personalized communications, as it gives them the chance to discover items they otherwise would not have come across, the source reports.

While personalized interactions seem easier to conduct over digital channels, such as email and mobile, they also need to be incorporated into store communications. Fortunately, more modern channels are helping boost this kind of engagement at brick-and-mortar locations, according to Street Fight Magazine. Data garnered through digital methods can be used in stores when consumers visit these locations, allowing associates to make product recommendations based off of this information.

Technology has allowed consumers to reach out to brands at any time and from any place, and this has resulted in customers looking for more personalized interactions from retailers, as people want their patronage to be valued and appreciated. Merchants throughout Europe are realizing the importance of this trend and are adding more personal elements to their marketing campaigns.

A study by Neolane revealed that retailers know that incorporating personalized components into their marketing materials can significantly boost ROI. Of the professionals surveyed, 54 percent stated they see positive ROI within months of launching their personal marketing initiatives. In addition, European businesses are making these aspects more customized to improve customer satisfaction and loyalty as well as grow their conversion rates. This means that cross- and upselling are not the main goals of these more personal interactions, Neolane discovered.

Mobile is another channel in which retailers can reach out to consumers and make engagement more effective through personalization, according to CMS Wire. Feedback garnered through these devices can then be used to target customers and make them feel valued. This appreciation will help to boost sales as well as loyalty and retention rates.

When shoppers find a merchant they like, such as one that offers specific products or one that provides exceptional service, they usually frequent that business often. This helps retailers build loyalty among these customers and turn them into advocates for their brands. However, recent research has revealed that while many shoppers stick with certain companies, many are willing to try out new retailers to see what they are offering. Businesses have tactics to retain consumers and turn them into loyal patrons, but how can brands attract new customers? There are several strategies that companies can follow to draw in potential shoppers and keep them coming back.

Consumers open to new retail experiences
One of the reasons shoppers venture to new merchants could be the improving economy, as individuals have more spending money and are willing to test out various products and services they are not familiar with. A recent study by Market Force found that of the customers visiting new companies, the majority were happy with their experiences and would consider frequenting those merchants again.

The research revealed that of the shoppers who tried out a new retailer recently, 60 percent were pleased with their experience, while 40 percent said they were either neutral about their visit or had negative opinions about that particular merchant. The majority who were satisfied with the new retailer stated they are more likely to return to make future purchases, the study discovered.

"In our findings, consumers who gave a five out of five satisfaction score were six times more likely to recommend the retailer to others than those who gave a four out of five," said Market Force chief marketing officer Janet Eden-Harris. "Focusing on great service and in-store execution is the best investment a retailer can make to grow same-store sales."

Try out daily deals for new customers
To attract new customers, many retailers rely on traditional techniques, such as posting fliers, sending out direct mailings and other strategies. These approaches still work, especially to draw in local shoppers. But another method that is effective is offering daily deals on websites. ZD Net writes that while some customers will only use their coupons once and perhaps never return, others become interested in what companies have to offer and are likely to visit again for additional purchases. Daily deal websites get brands' items in front of consumers, boosting the chances of sales and retention.

With the prevalence of new technologies emerging almost daily, retailers have been provided with new channels for marketing and communicating with customers to drive sales. This doesn't mean that businesses are completely throwing out their more traditional strategies, such as direct mailings, catalogs and asking shoppers to fill out feedback forms. But companies are employing both digital and non-digital methods for interacting with target audiences. Some of these approaches are providing more positive results for brands, and surprisingly, the more traditional methods seem to still be working.

Consumers influenced by variety of methods
Although people are increasingly using technology like smartphones and tablets for daily tasks, many are still receptive to traditional promotional campaigns such as direct mailings. But new channels such as social media and mobile are also giving merchants results, both in-stores and online.

Marketing Profs reports that research from Baynote and the e-tailing group found that many consumers look up reviews online when considering buying from brands. These opinions and insights from previous and existing customers strongly influence potential shoppers' purchasing decisions. Email promotions are another tactic that bring in results for retailers' marketing efforts. Messages that contain relevant content such as products similar to past purchases and discounts for future items can drive sales.

On the other hand, paper catalogs featuring retail merchandise are also still effective, as many consumers like receiving these materials in the mail. The news source reports that this promotional approach doesn't seem to be diminishing in popularity, so for merchants looking to further boost sales, this could be an efficient strategy.

Make use of mobile marketing
Despite the ongoing relevance of traditional methods such as catalogs, consumers still like digital tactics for retail marketing. Mobile is one channel that is fast becoming a preferred technology among shoppers. Many companies have adopted solutions, such as mobile POS systems, that accommodate customers who like to browse for and purchase products through smartphones and tablets. However, businesses may also want to consider sending out promotional elements through the devices.

Fourth Source writes that consumers are becoming more confident in buying items through mobile, as concerns over security and identity theft have decreased over the past few years. The source explains that the convenience and fast transaction times of mobile purchases are what is driving sales made with devices. Therefore, retailers should look at sending out promotions such as discounts, deals and offering to shoppers' smartphones and tablets to increase retention and satisfaction.

Businesses in every industry are allowing employees to work from home more than ever before, as technology such as laptops, smartphones and tablets help workers complete tasks from home. However, many of these telecommuters are spending some part of their day shopping, meaning that with the correctly timed advertisements, retailers can boost their ecommerce through these individuals.

According to a recent study by CouponCabin.com, 69 percent of home workers stated they go online to browse for and purchase products at some point during their day. This is compared to the 54 percent who do so from their offices. Just under one-quarter (24 percent) of telecommuters spend an average of one hour per week shopping online. Many of the work-from-home employees said they prefer not going into the office as there are fewer distractions and therefore they feel more productive. The research revealed that these staff members also feel less likely to get caught shopping on the internet during their workdays.

So how can retailers reach this group, especially as the telecommuting trend is expected to grow? Tracking and analyzing which products these individuals are looking at can give merchants more insight into what kind of items consumers want. Then, businesses can promotional campaigns with this information and send messages to telecommuters during working hours.

Providing exceptional customer service, carrying the latest and the most sought-after products and offering competitive prices – these are all strategies that retailers use to boost their sales. Another approach that merchants can follow to increase revenues and attract shoppers to stores and on websites is email marketing.

Internet Retailer reports that a study by Experian revealed that sales generated from retail marketing emails jumped at the end of 2012. During last year's fourth quarter, the average revenue for one marketing email rose 7.6 percent year over year, reaching 14 cents for every message compared to the 13 cent average from 2011's fourth quarter. In addition, the research also found that the average order amount per email also increased to $180.25, representing a 12 percent increase from the previous year's figure of $160.99.

But how can retailers ensure their messages stand out in consumers' inboxes, especially as individuals often see a barrage of emails from a variety of sources each day? Travel Market Report recommends that merchants develop attractive subject lines to boost the chances of customers opening the emails. Messages' content should include items that are relevant to consumers' needs and wants, and this information can be garnered from past purchases, the source notes.

It's one aspect of mobile commerce that is helping to draw in consumers, but location-based marketing strategies are still not widespread within the retail industry. For merchants looking to attract nearby individuals, sending out messages containing discounts and deals may just be what is needed.

Business News daily writes that research from eMarketer revealed that businesses are increasing their use of location-based services for marketing, as 36 percent of mobile campaigns in 2012 included this element. Another study from Econsultancy found that for companies not using this method, 27 percent said they will be using this approach over the coming months. This means that now is the time to implement the necessary technology for location-based marketing.

The rise in use of smartphones and tablets should be enough to encourage businesses to develop location-based techniques, but if is isn't, research from Milo might provide the incentives for retailers. Consumers are using their devices when they are out and about to look up information about merchants, including hours of operation, addresses and promotions. Providing potential shoppers with this content increase the chances of in-store visits.