Thursday, InternetRetailer published an article featuring the recent findings by research and advisory firm, Forrester Research, Inc. The research, presented at this week’s Shop.org summit, concluded many retailers were able to maintain double-digit growth rates during Q2 2009. Retailers included in the research reported an average year-over-year growth of 18% in 2008. While growth slowed down, to 11% Q1 ‘09, Second Quarter growth rates rebounded slightly at 12%.

Sucharita Mupuru (Forrester’s Sr Research Analyst) stated that online retailers have been able to grow during the recession because of their ability to respond to a dynamic and competitive environment. Mulupru cited the value of social sites and mobile commerce as examples of the dynamism many online retailers have been able to employ. Mulpuru also has mentioned that online retailers can focus on seemingly minor factors more easily than their brick-and-mortar counterparts, which tend to improve customer satisfaction – these include letting choose multiple shipping options, and focusing on the ease with which a transaction is carried out.

But what is the most underutilized tool by online retailers? To Mupuru, it’s live chat, as, “…only 24% of survey respondents said they used proactive live chat even though 80% recognized the value of live chat in general.” Whether or not this is the case, it is important to note that retailers have only begun to realize the tools at their disposal. This alludes to widespread commentary on customer relations; retailers that find new ways to engage customers and improve customer experience are those most likely to experience further and sustained growth, as the economy continues to regain.

via InternetRetailer