Why and How to Use Social Login to Win Customers

Yet despite the apparent widespread consumer acceptance — indeed expectation — to log in using social media credentials, and the resulting data gold mine available to merchants, Forrester Research's recent Social Login Brief says social login lags behind other social tactics.

Companies are still uncertain about which social tactics will bear the most fruit, and therefore appear to be parceling out resources slowly. However, as part of a deeper customer relationship approach, social login not only has some significant upsides, but research suggests may actually cost slow-to-adopt merchants failing to use the personal data being readily shared by consumers as expectations for personalized shopping experiences rise.