Jena Green

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

For a boutique apparel and accessories retailer such as Apricot Lane Peoria (ALP), building a community of fans, and ultimately converting those fans into customers, is a top challenge. With a limited brick-and-mortar presence and a modest digital advertising budget, getting brand recognition was a concern for ALP. Enter Facebook.

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