Brands need to listen to their communities and lend their voice during relevant moments


We are experiencing how communities radically reform themselves and are appreciated more than ever before.
Innovative companies understand the importance of engagement and sharing of opinions. They leverage technology to bridge the physical distance by engaging and connecting with established and new communities.




#WeThePower Campaign

Patagonia promotes the citizen-led energy movement to set an example for climate protection. Thereby Patagonia supports and empowers its Community to take action.

Interested in more inspiring cases?

Check out our published editions to dive deeper into the spheres of Reframing Retail.

Influencers usually don’t have the brand’s or company’s strategic goals in mind, but only their own. And that’s why I believe it’s important to combine commercial and community approaches.

Alien Wolter

ARNO Group

Community needs space. That’s why it’s certainly important to know that this target group has this attitude and this surroundings, and for me, space is part of that. If the brand or the retailer succeeds in defining these community spaces, then they have a very well-defined target group. From this top target group they can understand the demand and develop it together. Hence, the community influences the products.

Concepts that are not accepted, that are perhaps also thought past the customer, will not exist in the long term. That’s why I believe that listening to the community and giving it a voice is a very powerful element to use in development. Really asking into communities “how do you imagine, for example, what are elements that you see that are interesting to you, that really continue to draw you into the city centers and stores?” and thus becoming the talk of town and creating multipliers.

Tobias Conrad

Deutsche Telekom

Concepts that not consider or involve the customer will not last in the long run. Listening and giving a voice to the community is a very powerful element and significant for a sustainable business development.

Tobias Conrad

Deutsche Telekom

If I want to communicate with the brand, and if the brand wants to continue to have potential at the point of sale, it has to create the pull or become even stronger. In that respect, you have to ask: okay, how can I connect the experience with my brand even more? As a brand, I need to become active and actually listen more, respond more to individual questions and requirements. But importantly, not every brand will be able to do it either. We agree on that. Likewise, not every retailer will make it either. But also new formats like Retail as a Service: only consulting, consulting, consulting will not be the solution everywhere, there are not so many gimmicks. And the secret of Retail as a Service. Even the trade fairs have specialized at some point, because at the end of the day Retail as a Service is nothing more than a trade fair: I make the producer pay for the space where he presents his product.

Wolfgang Grunschwitz


“Customer at eye level” is becoming the new “customer is king”. And that only works if you listen to the communities and give them a voice on what they expect from you as a brand, manufacturer or dealer.

Retailer should hire members of the local communiy, but not just employ them in the stores to sell. These employees know their communities better than any technology, so they should help develop marketing and activation plans.


Your Opinion