Getting in Customers’ Faces

Retailers love thinking about how they can use IT analytics of social media to get close to their customers. But when a retailer breaks through the invisible social media wall and reacts to an online post with a very personal in-store interaction, it may not reap the desired increased-sales outcome.
Let’s back up for a moment. Because so much of social media happens in the public sphere, retailers have the theoretical ability to capture and analyze millions of customer interactions and mak