Getting employees emotionally engaged may sound abstract, warm and fuzzy. But the impact of such a void represents a sobering business reality.
Successful communication at retail is about inspiring response. Whether via the sale of a product/service, or the engagement & shared advocacy for a corporation’s CSR efforts. Retail delivers a level of storytelling that is immersive, multi-sensorial, and experiential.
Why do so many businesses think of employee engagement as a “nice-to-have” versus necessity? And why is the management of such programs often treated as an afterthought or added responsibility undeserving of a dedicated role or department?
...beyond the feel good benefit that CSR offers, it is a pragmatic way of increasing the likelihood of a retailer having a thriving community to serve in the future, and the customers and local talent needed to stay in business.
Retailers need to enrich the community, not degrade or overpower their identity. Retail that is thoughtfully managed and conscientiously integrated into the social ecosystem can become an enduring source of local pride.
Some may say that you can’t really have a dialogue or social relationship with a brand since a brand is not a person. And although technically true, I do believe that great brands have the ability to transcend form and function so long as they have the ability to emotionally connect with people.
A retailer’s social sense of purpose and responsibility to a local community should go far beyond a branded cause or local philanthropy. There should be a different philosophy and mindset all together regarding the role and purpose of retail within a community.