Social media is quickly climbing its way up the marketing tools ladder. But some things never change. Either a customer chooses you at the moment of truth, or they don't. So while today's concepts - conversation, community, collaboration, engagement, experience - are important to more meaningfully connecting brands and audiences, we still need to close the sale.
Yet these same concepts should be integrated in-store. We should be:
• respecting consumers who are in the aisle
• providing a great experience
• engaging rationally and emotionally
• telling compelling brand stories
Our in-store practices should take a cue from Social. But clearly, this is easier said than done, as it's incumbent on brands and retailers to be connected. Actually for consumers, brands and retailers need to be connected. Otherwise, everyone loses. But this post is not meant to provide answers, as I'm just starting the conversation.
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