The majority of UK retailers are failing to exploit the opportunity to integrate social media as a means to increase sales and generate loyalty, according to a new study from dotCommerce.

The ecommerce solutions company reveals that while 42% of retailers have some kind of social media presence, just 12% are using more than one social media channel and only 32% of retailers with a Twitter or Facebook account promote these on their website.

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Diageo, owner of the Guinness and Smirnoff brands, has hailed its focussed marketing spend as it reports an increase in sales.

The drinks maker says net sales in Britain grew 5% in the six months to 31 December, while global sales increased to £6.9bn from £6.7bn a year earlier.

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