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From a retailer’s point of view, in the last five years or so, there has been a huge inclination towards technology and digitisation. However, social media is another category which is gaining popularity as more retail brands are associating with it and are spending a large amount of money to adopt it in their business plan. Retail today is largely about experience; even e-commerce giants are working on a shift in proposition from convenience to experience. No matter how big or small a brand is, it must have now a robust social media strategy for growth and survival. Be it a strategy or just a rat race to keep yourself updated, a large section of the industry is backing this trend. A look around and we notice innumerable brands online that are working towards building themselves using social media and after having tested the waters, taking an of ine plunge. Having a strong social media strategy in place, these brands are creating a ripple in retail, the effect of which has forced many big brands to pay more attention to their social media presence.

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