How new brands capture the influence of influencers – while traditionalists don’t

Geoffrey Precourt

Influencers represent a powerful resource for retailers looking to connect with consumers, but many brick-and-mortar chains have been slow to move in this area.

Laurel Dunne, a London-based retail insights specialist at Shareablee Inc., insists that tradition-bound brick-and-mortar retailers are passing up opportunities for powerful consumer engagement by not tapping into the massive community of brand and service influencers.

And, she told a Shareablee webinar audience, the confidence that consumers have in such online mavens may not just be underestimated but misunderstood.

Dunne reported that a 2018 study Shareablee conducted with Fullscreen Media, the entertainment company, revealed that “the trust in influencers is significantly higher than the trust in brands.”

Specifically:

  • A third of those who had engaged with influencers said that what the...

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