NEW YORK — It is important for businesses to be engaged with social media, even if they can’t measure an immediate return on their investment, according to retail speakers at the National Retail Federation Annual Convention & Expo. “You would never say ‘no’ to a customer that wants to talk to you in a store, but the customers are there online and they want to talk to you,” said Heidi Reale, director of marketing and consumer insights at Price ...

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