How retailers can build trust and relevance in their communities

2/19/2018

How retailers can build trust and relevance in their communities

(BPT) - Over the past decade, technology has reshaped the retail industry in profound ways. Ninety-six percent of Americans are now shopping online, according to a recent study from CPC Strategy. Which means today’s business leaders face increasing pressure to keep retail spaces relevant and engaging for customers.

One solution to captivating today’s consumer is a simple one: Build meaningful connections with local communities, says Etienne Veber, president of Field Trip Factory, a firm that helps design, schedule and promote interactive learning experiences within retail environments.

“Technology provides greater convenience and lower prices,” Veber says, "but it is not a replacement for human interactions."
The increasing lack of human connections in our daily lives represents a unique opportunity for retailers to thrive in today's environment, he says, by identifying their core values and concerns, and then expressing them through meaningful learning experiences and a deeper sense of community.

"We learn by doing, and retail environments can be incredibly powerful as teaching platforms,” Veber says.

The value of purpose

When companies express a sense of purpose to their customers, it has a profound effect on the confidence in the brand. Eighty-five percent of companies with a strong sense of purpose say they are backed by their communities, because they are seen as “good and helpful corporate citizens,” according to a survey by Deloitte.

Furthermore, 89 percent of firms with a purpose say clients and customers trust the quality of their products and services — versus the 66 percent of firms that do not have this sense of purpose.

As a way to demonstrate its commitment to its local communities, multi-format food retailer Giant Eagle, Inc. developed an interactive program that connects with local school children. “Be A Smart Shopper” helps young students and their families learn about making healthy food choices.

Over the years, it has been a very effective way for Giant Eagle’s retail Team Members to uphold the company’s common purpose to improve people’s everyday lives and well-being in a community-centered way, and so far more than 600,000 families have been reached across Pennsylvania and Ohio. Educators love the program because it supplements the classroom curriculum and gets their students really engaged. Ninety-five percent of them are planning to come back with their students next year!

“Our Be A Smart Shopper program is an important part of how we fulfill our commitments to education and health and wellness,” says Giant Eagle CEO Laura Karet. “Through the program, our retail Team Members are able to meaningfully impact how the children in our communities think about the foods they eat, and encourage involvement from the children in family meal planning.”

Expressing purpose in the retail space

A retailer can build trust and loyalty by expressing their values in innovative ways. Their stores are more than places to shop. They can build opportunities right in the towns and cities in which they serve.

Host in-store classes and events: Business leaders, store managers and longtime employees, with their industry knowledge, are community gurus. With that mindset, what better way to connect with the community than to open the doors for an on-site event? Things like hands-on demonstrations, seminars, consultations and even heading up an ongoing club are all engaging ways to share knowledge and help people solve their most common pain points.

Champion local causes: Transform company values and industry knowledge into a community asset, and direct resources to solve problems in the community. Reaching out to local nonprofits, being a major sponsor to make a local event even bigger and better, or paying employees for their time to volunteer are all ways a brand can build a meaningful community presence.

Find a partner: Most businesses do not have the in-house expertise to organize, plan and publicize in-house events and initiatives, which is why some turn to a trusted partner for expertise in that field. For example, as Giant Eagle planned its Be A Smart Shopper Program, Field Trip Factory took the lead with the curriculum (with input from educators), and created the online tool that makes it easy for teachers to discover the program and sign up their class for an event. Each participating store can easily set its availability on the Field Trip Factory platform and these educational events take place without disrupting their day-to-day business activities.

Today’s retail climate is a uniquely challenging one, due to the rise in technology. To learn more about finding opportunities to engage with customers and communities, visit fieldtripfactory.com.

KEYWORDS

advertising ×
advice ×
BPT ×
Brandpoint Content ×
consumer products ×
consumers ×
corporate strategy ×
education ×
information technology ×
marketing ×
online ×
retail ×
retailing ×
social ×
social media ×
social responsibility ×
strategy ×
tech ×
technology ×
tips ×
trust

Break Through

6/9/2016

Consumers today increasingly rely on connected devices to research products and services before making purchases. Here are four basics you can focus on right now to promote your business and grow your customer base online.

Break Through

Digital marketing basics for businesses

(Family Features) Consumers today increasingly rely on connected devices to research products and services before making purchases – so it’s no secret that small businesses need to focus more of their marketing resources than ever before on online strategies.

As the journey from consumer query to purchase becomes more complex – incorporating multiple devices, websites, apps and offline activities – so too do the options for tracking consumer behavior and leveraging online media for targeted advertising.

There are companies today specializing in almost every aspect of online marketing, leaving business owners with a dizzying array of options. For many the question is not the value of online marketing, but rather where to start and how much they need to do to accomplish their marketing objectives.

Fortunately, there are some foundational activities that are effective, manageable and comprise an important starting point for leveraging digital media to grow your business.

Here are four basics you can focus on right now to promote your business and grow your customer base online:

Mobile mindset
Mobile is quickly becoming the device of choice for consumers to search the web. According to research by International Data Corporation on behalf of YP, nearly one in three consumers uses two or more devices when looking for information about products and services; and in 2015, Google announced that it receives more searches from smartphones and tablets than from computers. Yet many businesses are slow to adapt.

If your website is difficult to navigate from a mobile device, you can lose business to your competitors – especially since mobile searches are often about more than finding information. Consumers are using their mobile phones to take action after visiting a site, including calling a business, checking store hours and mapping directions. Make sure your site is mobile-friendly and easy to use from a variety of devices so you don’t miss out on potential customers.

Simple search
Search marketing is a powerful tool to drive quality leads. At minimum, you need to optimize your web presence to make sure people who are looking for the types of products and services you sell can find you through the major search engines. After that, you can supplement your organic search engine traffic with paid search ads during peak seasons, special promotions or when you have budget to invest. In any case, the first step is to form a clear vision of your target consumers and the keywords that drive searches in your industry. For additional ideas, consult others, such as customers, relatives, competitor websites and industry news.

The time and money you invest in search marketing can be undermined if you neglect the basics such as making sure your company contact information is accurate, consistent and easy to find on your website, in online directories and anywhere else your business appears on the web. Think about what makes your life easier when you’re searching for a product or service that you need and then strive to provide that same experience on your own website.

Social graces
Social media is a great platform to connect and engage with potential customers. The key to making it work for your business is to listen first. Look for social media groups related to your industry, the services or products you provide, or the interests of your target consumers, and observe conversations to find out what’s important to the people you need to reach. Avoid promoting your business in these settings, but look for opportunities to add value and expertise to the discussion. In time, this will help to build a community of followers.

Keep in mind that each social media channel has its own rules and user base, and not all may be a fit for your business. Find the channel(s) that makes the most sense for you and your business, and be sure to incorporate social links in all of your marketing efforts to further grow your network.

Content and character
In the age of information, every small business needs to be a content publisher. Good content serves many purposes, from attracting higher search engine rankings to helping prospects choose your products or services, and reinforcing your brand. A good start is to look for opportunities to educate and share your expertise. How-to videos, FAQs or links to informative resources about your industry are great ways to add value and encourage people to come back to your website. Other content, such as seasonal greeting videos or stories about work you’re doing in the community, may serve to humanize your brand and build authentic connections with your customers.

Does a local business really need a website?
When your business is primarily focused on local clients and you don’t sell products online, you may wonder whether your business even needs a website. The answer is unequivocally yes.

Websites are how local businesses get found via directories and search engines. It’s the “home base” for pertinent information about your business, including hours, location, products, services and more.

Remember that keeping your website information current and correct is extremely important. Inaccurate information can get picked up by other sites and directories, which, in turn, makes it harder for your potential customers to find and engage with your business.

Summit fuels growth
For business owners looking to grow their businesses, the Local Breakthrough Summit organized by YP may deliver the knowledge and tools they need. The series of nationwide events brings together leaders in digital marketing, including Bing, Google, Verve and Yahoo, while also giving small business owners the opportunity to share best practices and gain insights about their communities.

For more information on YP’s Local Breakthrough Summit, visit adsolutions.yp.com/breakthroughsummit.

Photos courtesy of Getty Images

SOURCE:
YP

The Business IDEA

How retailers can build trust and relevance in their communities

KEYWORDS

Break Through

Consumers today increasingly rely on connected devices to research products and services before making purchases. Here are four basics you can focus on right now to promote your business and grow your customer base online.

Break Through

Digital marketing basics for businesses

Archives

Interested in Publishing on The Business IDEA?

Categories