Walmart, other retailers step up Social-Local strategies on Facebook

posted May 19, 2012, 1:49 PM by Bruce P. D'Sena   [ updated May 19, 2012, 2:06 PM ]
Retail e-commerce sales topped $61.8B in Q4 of 2011, but this still amounts to less than 6% of total retail sales. Embracing a social-local strategy allows retailers to capitalize on the shift in consumer behaviour even while investing in growing e-commerce channels over time. According to a report published last month from Mainstay Salire, local Facebook pages already outperform corporate pages by a factor of 40. 

A growing number of brick-and-mortar retailers from Lululemon and Home Depot to 24 Hour Fitness and Quiznos are embracing social-local. Walmart for example, has launched thousands of Facebook pages and designated store employees with special training for maintaining the pages. These employees themselves will respond to customer questions and issues, share targeted local promotions, and discuss local town news or events.

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