Editor’s Note: Retail Trends From INNOVATE 2011

3. Don't just jump into f-commerce. More and more retailers — large and small — are opening up Facebook storefronts as a way to offer shoppers "anywhere e-commerce," or the ability to purchase merchandise wherever they happen to be online. But the buzz at INNOVATE was that opening a Facebook store might not be the best use of a retailer's time. "I've looked at the J.C. Penney Facebook store … there's nothing special about it," said Gartner's Baker. "It looks just like J.C. Penney's website, but it's taking customers off of it and putting them on Facebook."