Driving Customer Advocacy: Giving Your Biggest Fans a Voice (Retail)

The challenges for today’s multi-unit retailers are the same as they have always been: how to drive same store sales by increasing visit frequency, basket size, and referral business. The method of accomplishing this is also largely unchanged—bring in the customers via a compelling brand promise and then drive revisits and referrals via operational excellence (“marketing brings them in, operations brings them back”).

What has changed, however, is the way to reach new customers and connect with existing customers afforded by new social media technologies. This transformational opportunity is one that should not be missed by today’s retailers.

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