Integrating Facebook into marketing efforts is a great way to build your brand, interact with consumers and drive sales. It’s no accident that the most successful retailers have a strong presence on Facebook, many with more than 1 million fans. When we analyze the practices of the top retailers on Facebook (Starbucks, Target, Victoria's Secret, Kohl's and Wal-Mart), we find approaches that ensure success.
Online retailing is becoming increasingly sophisticated. Marketers have access to information about every aspect of customer interaction: number of website visits, time spent on the site, email open and clickthrough rates, conversions, and purchases. With today’s sophisticated analytics, marketers can fine-tune their messaging and offers to optimize results and move beyond a simple first-click visit.