If retailers want to build loyalty they need to offer more than deals and discounts. Good prices are important but consumers also need to feel good about their purchase and the overall experience. If they trust that a retailer cares about the environment, their health, and their community as much as it cares about profits, it makes a lasting impression.
At Sports Basement, a sporting goods retailer in the San Francisco Bay area, it’s all about building community. The company has six....