Since the dawn of Twitter, retailers have been attempting to use the platform to stay in touch with their customers and develop loyalty.

Instances of Iceland supporting its namesake football team in the 2016 World Cup and Lidl’s #LidlSurprises campaign are some of the most notable successes on the platform.

With the shift of power for content creation moving from a small amount of large companies to many individual voices, Twitter UK’s boss explains how to stand out in a flurry of social marketing.

  • From Retail Week Buzz, September 2016.