“The Walkway Consumer”: Social Media’s Influence on the Consumer and Retailer

Antonia Branston, Senior Retailing Analyst at Euromonitor, says social networking has changed today’s consumer, leading to a what she calls “the walkaway consumer”. In social interactions through Facebook or Twitter, people can end conversations with brands relatively easily, especially if they feel targeted by aggressive selling. Consumers want to feel the same control they have online in brick and mortar stores. In response, retailers are developing ways to determine whether or not consumer...