Debunking Conventional Wisdom in Retail

Despite these low numbers, retailers continue to fawn over social media fans. Sixty-one percent of respondents to The State of Retailing Online 2011 survey said they plan to open a Facebook store in 2011 — more than any other social media tactic.

"I think that's a train wreck waiting to happen," predicted Mulpuru. "There's this sense that Facebook stores are going be the next big revenue stream, but everybody that already has a Facebook store is telling us that they aren't all that effective. Search and email still reign supreme."