E-RETAILERS: THE CHALLENGE OF WEB 2.0 FOR SUCCESSFUL RETAIL BUSINESS

Social networks are providing meeting spaces for retailers and consumers in order to allow online transactions. The competition between retailers is increasing and also the demands of the consumer are increasing. With Web 2.0 technologies, we can create experiences, which take full advantage of the latest trends in online retail sales, and satisfy the expectations of digital consumers. The paper analyzes the potential of interactivity, as retailers' company strategy, in social networks and identifies key factors that favor the stimulus (acceptance) and response (adoption). The paper also assesses the relevance of each transactional factor in web 2.0 strategies retail. We performed a qualitative approach (ethnographic summary of 6 group dynamics), and a quantitative approach using a systematic coding procedure. The results allow us to confirm the retailers' success factors considering the attitudes of consumers, both individually and organized (brand community, shopping fans, etc). By these 2.0 technologies, consumers are disseminating their experiences on products allowing the retailer improve customer satisfaction.