And too often, it is still treated as “just social media.”
Social media is where customers tell us what they love, what frustrates them, what influences them, and what they expect next.
A recent Sprout Social analysis highlighted by Chain Store Age found that while social intelligence is seen as crucial, only 36% of respondents say it informs other parts of the business.
That is the missed opportunity.
Because social signals should not just shape campaigns.
They should inform customer experience, product decisions, promotions, loyalty, local store strategy and even operations.
For retailers, the real value of social is not only reach or engagement.
It is listening.
The strongest retail communication starts with understanding what customers are already telling us — across every channel, market and signal.
Because customers are speaking. Are retailers really listening?