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PHILIPPINE RETAILING
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Building a community around a brand is an important and often-overlooked part of being successful in e-commerce .
“ Community solidifies the relationship between your brand and your customer ,” said e-commerce consultant Ian Rhodes . “ It creates loyalty . Whilst the majority of retail brands are seeking people to buy from them , the community-minded brand invites people to buy into their brand ,” he said .
What are the best ways to build this community ? What kinds of community are most effective ? How can they be sustained ? Here are the following tips from the experts in the field to help you get started in the process of community-building :
1 . Invite customers on your journey
The more customers get behindthe-scenes glimpses of your company and hear about stories that make you who you are , the more they ’ ll want to join you .
“ Acknowledge that your brand is on a journey ,” said Rhodes . “ Invite your customer to come along for the ride . This will provide purpose to the content you create and share . You ’ ll share the inner workings of your brand -- your brand ’ s perspective and purpose .”
2 . Make it more about them than you
It ’ s easy to forget that the world doesn ’ t revolve around your company -- particularly when you ’ re working to build brand identity and awareness . The fact is , though , if you come across as a pushy salesperson all the time , no one will want to hang out with you .
“ The biggest mistakes companies make with engagement are about vanity , narcissism , selfcenteredness ,” said consultant Brian Carter . “ We ’ re talking about smart people who would never walk into a mixer and talk about themselves for 15 minutes straight ,” he told the E-Commerce Times . “ Hopefully , they ’ re smart enough to know that people like people who focus on them -- not on themselves . They ask others about their lives and family and hobbies , and they make a friend .”
Similarly , brands must engage customers around their interests and concerns and not always try to sell them something .
“ You have to just be with them without selling , sometimes , or you ’ re not building a relationship -- you ’ re just an annoying salesperson , and that ’ s not a likable approach ,” explained Carter .
“ You have to go a level beyond your product into the customer ’ s life and emotions , and live with them and talk about other things , and have faith that this creates a relationship that makes them love you so much that -- of course , they want to buy your products .”
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5 Ways to Build CommuniTY around Your Brand By : Vivian Wagner
3 . Create and foster online spaces
Digital spaces are key to creating a sense of community around your brand , allowing customers to meet , talk , share ideas , and interact with you and other customers . Whether they ’ re social media groups or privately branded sites , such spaces can be integral in fostering and nurturing community . The most effective way to attract a loyal online audience is to “ build a welcoming space for all members ,” said Maxim Schram , CEO of CMNTY .
“ A community platform allows customers to share stories , ideas and experiences .” It can be a forum , a chat room , idea contests . Any of these could come in handy .”
As customers engage with each other and with your business , they also can provide helpful information about ways to enhance and improve your business . “ By utilizing branded communities , a business can genuinely communicate with their audience and receive useful feedback ,” added Schram .
4 . Be mobilefriendly
The best communities form where people already gather , and that increasingly means mobile spaces . As you begin to foster communities , therefore , consider ways to make them mobile-friendly . “ If you want to go a step further , you can adapt your platform to be mobile-friendly ,” said Schram . “ As mobile marketing is getting bigger , the on-thego audience is increasing . You can use that as an additional gateway . All these channels serve to gather insights and feedback , which in turn can be implemented into broader business strategies .”
5 . Invite customers to share their own content
Communities revolve around sharing photos , videos and experiences , so you ’ ll want to encourage that in the communities you create for your customers . “ As people feel part of something , they will be naturally incentivized to share their own content and imagery that focuses upon your products and your brand ,” said Rhodes . “ These strategies work because they offer openness and transparency . When you make great products , people take ownership and pride from that ownership .”
The best communities are ones where customers want to connect and interact . They ’ re there because they want to be there , and your goal is , simply , to hold space for them -- encouraging engagement , communication and sharing .
( E-commerce Times , 04 / 24 / 2018 )
2ND QUARTER 2018
Q3 Calendar of Events
July 5 NRCE-Stores Asia Expo Briefing
SMX Convention Center Manila
July 12 42nd RETAIL EXCELLENCE SEMINAR SERIES Best Practices in Supply Chain , Sourcing and Logistics for the Retail Industry
Joy-Nostalg Hotel & Suites Manila
July 27 * 24th REGIONAL ROADSHOW SEMINAR : 7th Loss Prevention Seminar : Loss and Shrinkage Prevention Strategies for the Retail and Services Industry
Naga City , Camarines Sur
August 9-10 25th National Retail Conference and Stores Asia Expo 2018 ( NRCE )
SMX Convention Center Manila
August 29 * 25th REGIONAL ROADSHOW SEMINAR : Taking our Business Competencies and Leadership Traits to New Heights
TBC ( Davao City )
September 4 Retail Master Class V : Think On Your Feet Program - Clarity , Brevity , Impact
Joy-Nostalg Hotel & Suites Manila
September 11 2nd RETAIL EXECUTIVE CIRCLE ( RetailREX ) Breakfast Forum Exclusive by Invitation Only
TBC
September 12 New Members Briefing III
Joy-Nostalg Hotel & Suites Manila
September 19 Q3 GENERAL MEMBERSHIP MEETING
TBC
September 26 43rd RETAIL EXCELLENCE SEMINAR SERIES SHOPPER MARKETING 101 : On the Racks : Influencing Purchase Decision
* Tentative Date
Joy-Nostalg Hotel & Suites Manila