2 Ways to Turn Retail Associates into Brand Advocates

In retail, a brand’s success runs parallel with their customer service. Therefore, the people on the frontline of the customer experience deserve the same attention and investment as the customers themselves.

CPG has worked within the Nitrous Effect and alongside sister agency RevUnit to create a retail employee empowerment program that connects associates to purpose and helps drive the bottom line. We’ve moved the needle for top retail brands like Sam’s Club, PetsMart, Sherwin Williams and more, but we wanted to share two specific examples of how it’s done.

Get Results with These Retail Engagement Strategies:

1. Live, Transformative Experiences

Ulta Beauty is a specialty retailer whose growth continues to dominate their industry. CEO Mary Dillon understands the importance of bringing her people together to celebrate the successes of her national beauty stores and salons, and uses live events to galvanize her managers into brand advocates and continue this rapid growth. Every year, nearly 2,000 General Managers, District Managers and Salon Managers are gathered together to celebrate wins and communicate key objectives. CPG helps ULTA rule the beauty industry by blending learning and development with fashion and one big party. Our experiential engagement strategy empowers these managers to own their store’s success and cascade key messages from leadership to their hourly associates. By designing a brand experience that completely immersed attendees in a unique, only-at-ULTA conference experience, we helped reinstill the Ulta Beauty pride and communicate the go-forward plan.

2. Internal Communication Strategies

Caleres, formerly Brown Shoe Company, commands a $2 billion share of the fashion footwear world and leads the industry with brands like Dr. Scholl’s, Famous Footwear and Sam Edelman. To manage their rapid growth, Caleres tapped CPG for a high-performance employee culture strategy that not only matched the growth and vision of the company, but also inspired their people to feel good and live feet first. After reinvigorating their annual employee meeting, CPG’s employee engagement program transformed culture across each brand to create an innovative, forward-looking team of brand advocates. Including social and interactive campaigns, collaborative brainstorms, leadership labs and ongoing internal engagement communication, Caleres has shifted to a more connected, high-performance culture that is catalyst for their continued success. To learn more about the power of CPG, RevUnit and the Nitrous Effect, check out these valuable resources: