While the odds of a devoted Tesco shopper getting a tattoo in homage to their favourite supermarket are slimmer than football fans etching their favourite player on to their arm, there is no denying that many retailers have a contingent of hyper-engaged customers.

Not just your average loyalty card holder or bargain hunter, these are the shoppers who will rock up to a new store opening at the crack of dawn, wax lyrical about a retailer’s products or service on Facebook or Mumsnet, and snap up their new ranges in a flash.

But are retailers doing enough to maximise their true value? Retail Week looks at how retailers can harness the power of the superfan to create a community, get product feedback and boost revenue.