"Our
Be A Smart Shopper program is an important
part of how we fulll our commitments to education and
health and wellness," says Giant Eagle CEO Laura Karet.
"Through the program, our retail Team Members are able
to meaningfully impact how the children in our
communities think about the foods they eat, and
encourage involvement from the children in family meal
planning."
Expressing purpose in the retail space
A retailer can build trust and loyalty by expressing their
values in innovative ways. Their stores are more than
places to shop. They can build opportunities right in the
towns and cities in which they serve.
Host in-store classes and events: Business leaders, store
managers and longtime employees, with their industry
knowledge, are community gurus. With that mindset,
what better way to connect with the community than to
open the doors for an on-site event? Things like hands-on
demonstrations, seminars, consultations and even
heading up an ongoing club are all engaging ways to share
knowledge and help people solve their most common pain
points.
Champion local causes: Transform company values and
industry knowledge into a community asset, and direct
resources to solve problems in the community. Reaching
out to local nonprots, being a major sponsor to make a
local event even bigger and better, or paying employees
for their time to volunteer are all ways a brand can build a
meaningful community presence.
Find a partner: Most businesses do not have the in-house
expertise to organize, plan and publicize in-house events
and initiatives, which is why some turn to a trusted partner
for expertise in that eld. For example, as Giant Eagle
planned its Be A Smart Shopper Program, Field Trip
Factory took the lead with the curriculum (with input from
educators), and created the online tool that makes it easy
for teachers to discover the program and sign up their
class for an event. Each participating store can easily set
its availability on the Field Trip Factory platform and
these educational events take place without disrupting
their day-to-day business activities.
Today's retail climate is a uniquely challenging one, due
to the rise in technology. To learn more about nding
opportunities to engage with customers and communities,
visit eldtripfactory.com.