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Retailers that aren't embracing social media for branding, marketing and boosting the retail customer experience are missing a huge opportunity — especially if they're not undertaking a localized strategy.

That's because the customer journey, when it comes to shopping within brick-and-mortar retailers, has undergone a huge transformation, and that is driving a retail evolution, according to Jacob Chappell, senior vice president of enterprise sales at SOCi.

In a one-hour webinar, Chappell provides insight and advice on how brick-and-mortars can stay competitive in the digital age via social media and why it's critical given the competitive retail space. The reason it's critical, explained Chappell, is because localized social media is impacting every business these days.

To beat pure play e-commerce competition, brick-and-mortar retailers should take a four-prong approach involving the creation and nurturing of local social media pages, local content on those pages, local reviews and local ads. That ability is key as online retailers with no physical store presence can't take advantage of such social marketing.

Statistics regarding consumer activity when it comes to shopping illustrate why local social is critical — six out of 10 social users conduct a local search via social every week, and two out of three Facebook users visit the page of a local business at least once a week.

To learn more, click here and listen to the on-demand recording of the webinar.