Neighbourly values are held in high regard by today’s shoppers who seek out brands that are helpful and approachable. In turn, retailers are getting closer to their customers, and to each other, resulting in advocacy, intimacy and – importantly – profit.
The most innovative brands are being invited over the threshold, disrupting traditional bricks-and-mortar approaches by making themselves at home and engaging with customers, not on the high street, but in the living room.
Originally presented by Colin Gentry, Innovation Researcher for GDR Creative intelligence at the POPAI Spring Seminar on 23rd April 2015 in London.
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