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For brands going forward, Linda Bustos, director of e-commerce research at Elastic Path, says integrating social activity into sites (as U.S.-based department store Nieman Marcus did by incorporating style tips from Facebook fans into its online mag) as well as bringing digital experiences to life in store, will be the big opportunity for brands. “Social is very powerful for brands but ideally you want to monetize it,” she says. “So the integration must exist.”
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