Facebook users don't hold back. If they're upset about a supermarket experience, they'll let the retailer know about it. “Consumers who use social media express honest opinions about what they like and don't like,” said Jim Hertel, managing partner at Willard Bishop, Barrington, Ill. Food and beverage shoppers, in particular, like to make their views known, said Hertel. “Supermarket shoppers are the most loyal and passionate of shoppers,” he said. “They like being asked their opinion ...

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