Editor’s Note: Retail Trends From INNOVATE 2011

5. Try using Facebook Credits or virtual goods incentives for customer acquisition and retention. Retailers are beginning to understand the power of social gaming and how it can be incorporated into their lead generation or customer acquisition programs, said Jay Feitenger, founder of digital marketing agency StringCan Interactive. Feitenger spoke at a session examining Facebook Credits, a virtual currency that enables consumers to buy virtual goods and services in games and apps on Facebook. "Currently, 53 percent of Facebook's 600 million users are playing social games — that's huge," Feitenger said. "As a result, retailers are starting to use Facebook Credits to reward and acquire customers."