BrandKnew September 2013 September 2013 | Page 33

brandknewmag.com 32 2. BE SMART: DEVELOP LOYALTY Connecting with people is not just about understanding people’s needs and having a product that satisfies those needs. Businesses must still consider how consumers engage with their brand across all touchpoints. If you think like a service business and envision the entire experience, it’s easier to figure out where you can have the biggest impact with your customers while still furthering your business objectives. Rakuten, Japan’s leading online retailer, understood that the way to achieve success was to develo