Proving that instant messaging (IM) isn't just for teenagers, many online retailers are using the new media tool to get up close and personal with shoppers, Business 2.0 reports.
It's claimed a growing number of new media experts believe IM will revolutionise online shopping by helping merchants establish meaningful relationships with customers as they shop.
By way of example, the article looks at a US real estate broker who has used IM to more effectively engage online customers; a move that has apparently lead to US$12 million worth of new sales.
However, communications experts warn that IM will not work in conjunction with hard sell tactics as it is too easy for a customer to simply close down a chat box when pressured.
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