From customer loyalty to social advocacy: Leveraging loyalty data and shopper insights to optimize social media engagement and drive in-store sales
Matthew Keylock and Malcolm Fauldsdunnhumby and BzzAgent
RESEARCH SUMMARY
Shopper marketing has become the fastest growing segment in marketing, but insights from these programs are often ignored when it comes to marketing in social media. Social media has a strong influence on consumer purchase decisions, but for many marketers, customers are anonymous online. Social media conversations aren't connected to in-store purchase activities and loyal customers with the potential to be persuasive advocates are not...