Twitter 'can be of great value to niche retailers'

Specialist stores could reap the benefits of using Twitter to communicate with their customers, according to one expert.

As well as using VoIP hardware, director of the Centre for Retail Research Professor Joshua Bamfield suggested niche retailers can benefit from social media to tell people about "new products, extensions of ranges and new shops" and create communities of like-minded individuals.

Used alongside other communications channels, he noted microblogging should only be used if companies "have something to say", as "there is no point in routinely tweeting".

Professor Barnfield highlighted the particular benefits of Twitter for those firms selling unique and niche items that are hard to locate, such as sports equipment, engineering goods and specialist or organic food.

His comments follow a recent report by American Express showing a growing number of UK consumers are employing social networking to connect them with local service providers and communities, including retailers in their areas.