Customers make purchases through a multi-stage, omnichannel process, which now extends to social media. A loyalty loop can be achieved when an existing customer bypasses the initial stages –consider and evaluate– to make a direct purchase. However, to build that loyalty loop, a retailer must embrace techniques and software across social media marketing, social CRM, and omnichannel CRM. Reviewing literature from academic researchers and industry practitioners, this paper identifies emerging industry trends and discusses an illustrative case study of a UK digital retailer. The importance of social media for omnichannel retailing and building loyalty is highlighted and discussed.