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Entrepreneurs and Experts Discuss New Strategies for Retail’s Place in Society
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Entrepreneurs and Experts Discuss New Strategies for Retail’s Place in Society

Business Insider
Business Insider UK, 2020
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With the rapid adoption of online shopping and massive increases in digital engagement, it’s never been a secret that big changes are coming to retail. What has been surprising, however, was how fast the changes came. The COVID-19 pandemic acted as an accelerator, leading to exponential progress in the retail revolution over a very short period of time. Business Insider partnered with Salesforce to explore these changes with technologists, experts and investors in this informative video.

Summary

Through advertising campaigns, store spaces and employee behavior, retailers clearly signal whether people of color are welcome customers.

What kind of people appear in your company’s promotional materials? To answer this question is to reveal your company’s biases toward who is welcome, who you value and who your company considers an ideal customer. When a company creates promotional material where all the models are thin, white and blonde, both consumers and store employees get a loud, clear message of who is “on brand” and who is welcome in the store.

Research shows that people of color, and Black women, in particular, are treated poorly by the police, but did you know that even more Black consumers report poor treatment in retail settings? Research shows that consumers are very perceptive to these types of communication, and...

About the Speaker

Business Insider is an American online media company specializing in financial and business news. Salesforce is a San Francisco, California–based company offering customer service, marketing automation, analytics and application development services.

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