Kmart.com's new Web site is able to use the full width of shoppers' browsers and displays all navigation options on the home page. Customers are able to share products on social-networking sites such as Facebook.
Moira Benigson, managing partner of retail-executive search firm The MBS Group, says social-networking Web sites and the people who use them are changing the way retailers do business. "Progressive brands are seeing social networking as an opportunity to connect with consumers like never before," said Blake Chandlee, commercial director for Facebook. "When information about a brand comes to you from a friend rather than from a corporation, it gives your brand a completely different level of credibility."
Customers express their emotions all across the Web via product reviews, blogs and social-networking sites -- and these thoughts often are available for marketers to analyze. By analyzing the cues that consumers post on the Web, retailers can learn about how people's emotions relate to their purchases.