According to a recent survey of B2B and B2C executives by retailer solutions company RedPrairie, many retailers aren't providing consumers with the social and mobile options they crave.

The study, called The SoMoLo Imperative: Social, Mobile, Local Shopping Reaches the Tipping Point, attempted to discover the impact SoLoMo is having on the retail industry and how employers are adapting to expectations in terms of products offered and B2B marketing strategies.

Researchers found that customers expect smartphone and social media purchasing options on websites. Specifically, 38 percent of retailers offer the ability to purchase smartphones from their websites despite the fact that 46 percent of those polled expect that capability. Also, 38 percent of customers expected to be able to browse and buy items off of a company's social media page, although just 22 percent of retailers grant the privilege.

Despite the numbers, RedPrarie director of commerce studies David Bruno remains optimistic.

"The good news is there's a heightened sense of industry awareness and onus to react to SoMoLo shopping behaviors," he said.

A related study, MarketingProfs and the B2B Content Marketing Institute's 2012 benchmark, revealed that content marketing tactics have changed to adapt to mobile, as new strategies must be "easily digested" over multiple platforms, Business2Community reports.
 

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