One of the things that we've been talking about a lot here on MNB in recent days is the importance of retailers communicating directly with shoppers … and I thought an excellent example of this was the video (above) that Stew Leonard's sent to all of its shoppers last Friday.
This is more than just a message - it personalizes the stores' connection to its shoppers in a way that I think differentiates it from the competition. Seeing the face and hearing the voice of the person leading the company changes the equation, I think - when retailers can make the leap from being disembodied to having real personality, it can be a game changer.
Stew ought to do this weekly, or even more often … and other retailers ought to take a page from his book.
