"Technology provides greater convenience and lower prices," Veber says, "but it is not a replacement for human interactions."
The increasing lack of human connections in our daily lives represents a unique opportunity for retailers to thrive in today's environment, he says,
by identifying their core values and concerns, and then expressing them through meaningful learning experiences and a deeper sense of
community.
"We learn by doing, and retail environments can be incredibly powerful as teaching platforms," Veber says.
The value of purpose
When companies express a sense of purpose to their customers, it has a profound effect on the condence in the brand. Eighty-ve percent of
companies with a strong sense of purpose say they are backed by their communities, because they are seen as "good and helpful corporate citizens,"
according to a survey by Deloitte.
Furthermore, 89 percent of rms with a purpose say clients and customers trust the quality of their products and services - versus the 66 percent of
rms that do not have this sense of purpose.
As a way to demonstrate its commitment to its local communities, multi-format food retailer Giant Eagle, Inc. developed an interactive program
that connects with local school children. "Be A Smart Shopper" helps young students and their families learn about making healthy food choices.
Over the years, it has been a very effective way for Giant Eagle's retail Team Members to uphold the company's common purpose to improve people's
everyday lives and well-being in a community-centered way, and so far more than 600,000 families have been reached across Pennsylvania and
Ohio. Educators love the program because it supplements the classroom curriculum and gets their students really engaged. Ninety-ve percent of
them are planning to come back with their students next year!