Secondary Research Methods According to Villani {2013}, social media is important in the retail industry. Due to this, the paper has utilized social media research to identify unsolicited feedback from customers. Social media was particularly important in understanding Woolworth's customer petsonas. Customer personas are important as they are representations of the ideal customer for each of a company's target market. Although these personas are outlines, they are not easily identiable via traditional, primary research rationale. These personas are better revealed through social listening Le. a strategy that enables a company's marketing team to detect content that has attracted most customer interest, which content has led to more engagement and the types of products they like the most and those they do not like. I have also reviewed several business reports and articles from business magazines that touch on the company's customers. Finally, yet importantly, I reviewed the company's website to gain insight into how it currently approaches customer engagement including its current strategies to enrich customer experience