Facebook is constantly absorbing our real-life data that we contribute to the social network, but one Brazilian clothing store is taking Facebook’s data and throwing it back into the physical world.

The store, C&A, is putting ” real-time Likes” counters on its hangers in retail locations around Brazil. The Like data is taken from C&A’s Facebook page, where the company has listed its various wares for people to interact with. When a person Likes an item, that Like shows up on the hanger. It is meant to help customers with purchasing decisions. If they are unsure of one item, they can see how many people online think the product is a good buy.

The problem is, so much of online shopping is based on a picture. An image online says nothing about the fit, fabric, or quality of the clothing. If you’ve got a poorly made, ill-fitting shirt, you’re probably not going to be swayed into buying the piece just because it has 482 likes on Facebook. Similarly, if the item has only two likes, but makes you look like you’ve done nothing but get massaged on a beach in Bora Bora, you’re probably going to buy it regardless of its online popularity.

The Verge notes that C&A is not doing well in its European establishments, but hopes the Facebook integration in its Brazil stores will help it keep up with the times. It’s a funny way to integrate social, but it shows how stores are finding new opportunities to use Facebook’s data in marketing outside of the digital world.