Social Media's Hidden Value: Turning Viral Moments into Lasting Loyalty

The power of social media in retail lies not just in its ability to drive initial visits, but also in its potential to build lasting customer relationships.

American Express UK general manager, merchant services Dan Edelman notes that while a viral moment can bring customers through the door, it's what happens next that truly matters.

According to research from American Express, around one in 20 in-person high street purchases are now influenced by social media content, making it a crucial discovery tool for retailers.

However, simply generating attention is not enough. To convert viral moments into lasting loyalty, businesses must provide a seamless customer experience that justifies expectations and removes friction throughout the journey.

Incentives, such as targeted offers and communications, can also play a key role in encouraging repeat visits and building customer relationships. By consistently delivering on the promise made online and giving customers a compelling reason to return, retailers can unlock long-term value and convert attention into action.