Dive Summary:

• Fab.com is reporting that its heavy emphasis on social media marketing to consumers is paying dividends, citing that customers acquired through social media site Facebook produce nearly twice the sales from customers not acquired through Facebook.
• Despite being an active online merchant for only two years, Fab.com reports a customer base which expands over 27 countries with 14 million customers, based on stats published by InternetRetailer.com.
• “We’re gaining a higher lifetime value via Facebook than we are from anywhere else,” states Fab.com VP of marketing, Tom Beverley. ““We believe Facebook could become as important as traditional loyalty channels such as e-mail and direct mail.”

From the article:

When Fab.com launched as a members-only e-commerce site in June 2011, it kicked off its growth plans by working with Nanigans, a marketing firm that specializes in helping marketers plan to build the lifetime value of customers through social media. Nanigans assisted Fab in using Facebook tools including Custom Audiences and Lookalike Audiences to target with Facebook ads Facebook users that already had a relationship with Fab and those that didn’t.