From customer to community: why connection makes all the difference in retail

A shop is no longer an island. In a retail market where consumers increasingly make conscious choices as to where, how and from whom they buy, an attractive product range is merely the beginning. A strong narrative, a distinct identity, an enjoyable experience and, above all, a sense of belonging, are what makes the difference today. Retailers who forge a genuine sense of connection not only promote trust and loyalty, they are also fostering a community that is keen to return time and time again. This development is a key element of the second edition of ‘Curated by Trademart’, the bi-annual Trademart magazine, which was launched today during the Trademart Retail Happening.

Comprising more than 1,500 brands across fashion, home & living and baby & kids, Trademart is the largest B2B purchasing centre in Europe. It is also evolving into a hub for knowledge, inspiration, discovery and networking. This edition consequently not only focuses on what’s between the racks, but above all on how retailers forge connections with their customers and partners.

Drawing on their diverse areas of expertise they discussed how retailers today can build a strong brand and an engaged community, focusing on areas such as brand identity, authenticity, the interplay between physical and online retail and the role of social media and creators.

The Retail Happening thus highlights the wider role Trademart wants to play within the retail sector: as a meeting place where retailers, brands and experts can come together, exchange knowledge and ideas, and jointly reflect on the future of retail.

As a retailer how do you build a community? And how do you ensure that customers not only buy from you but also feel connected to your brand? ‘Curated by Trademart’ seeks answers from retailers, exhibitors and other stakeholders in the sector.

Eliza De Waele of Kabine relates in the magazine how she expanded her business to include four locations over a period of ten years and how she deliberately positions it as more than just a shop. Customers don’t just visit to shop, they also like to have a coffee, something to eat, hang out and meet up. Drawing on this experience, Eliza shares five insights for retailers who want to strengthen their community: start with the feeling you want to convey, make your DNA perceptive everywhere, give customers a reason to stay, promote trust and create a link between online and off-line. Her most important message? “A customer buys something from you, but a community engages with your brand.”

Studio LouLou in Ostend also demonstrates how identity and community go hand in hand. Amber Leune is establishing a colourful boutique making a conscious effort not to please everyone. Precisely by creating a distinctive identity the boutique manages to attract the right kind of customer.

As well as focusing on the community aspect, the second edition of ‘Curated by Trademart’ also looks ahead to the developments that will help shape retail going forward. Architect, photographer and content creator Amaël Hazza takes readers on a journey through the SS27 trends, in which maximalism, colour, vintage and characterful objects once again take centre stage.

The second edition of ‘Curated by Trademart’ is available via this link.

Any further questions or interested in an interview?
Feel free to contact Helina Heremans at press@trademart.be or via +32 (0)2 400 7 400.