Store Brands 2014: The connected consumer

Store Brands 2014: The connected consumer

Retailers turn shoppers into brand influencers who engage their social media friends with product reviews and usage ideas. These and other campaigns join SN’s annual list of the Top 10 promotions

Rather than viewing consumers as passive receivers of messages, retailers are encouraging them to play an active role in brand advocacy. One way they are doing so is via social media contests that reward consumers who post product reviews, photos and endorsements.

Such tactics can enhance a brand’s image by engaging consumers in an impactful way, retail consultant Harold Lloyd said.

“Consumers are more apt to believe a message if it comes from their peers,” Lloyd said. “It

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