After an uproar from Whole Foods customers over empty shelves, it became clear that their inventory management was not working. On top of that, Amazon’s buy out of Whole Foods brought an end to brand advocates in-store. Our VP of Customer Success, Kathleen Egan, was interviewed by FierceRetail editor, Jacqueline Renfrow, about the role of brand advocates, what this news could mean for Whole Foods, and what the future might hold for brand advocates.
Here’s a preview of what you’ll find in The integral role of brand advocates in brick-and-mortar:
FierceRetail: “What are the challenges for retailers working with brand advocates?”
Kathleen Egan: “Consistency. With hundreds or thousands of retail partners across the country and an army of advocates in the field, brands rely on consistency to maintain their image. It’s in the hands of each brand to teach straightforward and consistent messaging to each of their advocates, make sure they maintain that messaging in the store and behave accordingly with customers, and let advocates know that they not only represent the brand, but the retailer too.”