For many traditional brick-and-mortar retailers, there is a stark divide between online and in-store. However, this creates a challenge for retail merchandising strategies in an increasingly digital world.

As a result, many high street shops in the U.K. are taking the plunge into the online world. One way retailers are reinvigorating their brick-and-mortar outlets is by incorporating visitors through social networks.

For example, technologies such as interactive dressing rooms partnered with social media allow customers to comment on products, influence retailer decisions and even get feedback from friends, The Guardian reports.

"Involving customers in product design and inventory decisions can optimize stock-to-sales ratio and control operating costs," the paper explains. "In time this could even change how fashion trends unfold as customer demand influences seasonal ranges and retailers' buying decisions."

Social retailing doesn’t need to be locked up in the virtual dressing room, though. Shops can use social networks to promote in-store events or share discounts only redeemable at a brick-and-mortar shop.