Narrating the Customer Journey to your Door

One positive outcome that happened in our communities post-pandemic is that local communities have rallied around their small independent businesses, in particular retailers. Whilst multiples close unprofitable locations on the high street decreasing their retail doors, independents are swooping in to do what the big names have failed so spectacularly to do, namely talk to their immediate audience.

The vast majority of multiple retailers, including retail banking, are clueless to what the local community and their consumer actually needs and wants. They continue to cite financial woes as a reason to close more doors, abandoning towns and in the process, they fail to realise that being part of the community can actually create growth for them and increase brand advocacy.

Retail used to be amongst the most innovative of industries, where a progressive approach to understanding the consumer and creating experiences that made your store a destination. But this seems to have dissipated and all that's left is a lot of whining retailers wondering why people no longer want to shop with them.

To read the full article by Dan Todaro, Managing Director please visit ERT