Target and Toys R Us posted overall sales declines during the holidays.
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Overall, this marriage between social networks and online retailers has a bright future. As more people use Facebook to keep up with friends, trends and gossip, Facebook's potential as a commerce tool for online retailers will only continue to grow. So consider how your retail site could benefit from integrating Facebook's Like feature and test the user experience before deploying it to make certain your customers understand and appreciate the feature. It could impact your site more than you think.
Tony Moreno is a usability analyst at the user experience research firm Usability Sciences, where he is currently working with other experts to gauge the impact of social media features across mobile devices and web sites. He can be reached at email@example.com.