Facebook, Twitter and independent blog sites are giving consumers a way to be part of a brand story and dialogue. Brand exposure here is not always about revenue or sales, but about giving customers a place where they can freely chat about what they love and how they feel about the brand.
Everyone laughs about the danger of being “spritzed” as you walk through a beauty floor in a department store – but it’s still happening! The retailers who figure out how to communicate with their customers on a personal level will be the new leaders. All others will be followers.
About the Author
Kate Benson is founding managing partner of Martens & Heads!, New York, NY. Kate focuses on senior-level placements in retail, fashion and beauty management, sales, marketing, and human resources for global iconic brands and entrepreneurial startups.More info: www.MaxineMartens.com