How brands empower retailers to create connection and community

Storytelling as a tool for identity and belonging

Retailers can use storytelling to connect emotionally with customers and cultivate that sense of identity and belonging that today’s consumers yearn for. A good brand story relays the real reason the product was created, often highlighting the owner’s initial inspiration or struggle.

These background stories add depth to the product, allowing customers to connect with the people behind the brand. Frugi, a sustainable children’s clothing brand, was founded out of the owner’s desire to protect the environment. While many sustainable brands use neutral colors in the clothing lines, Frugi differentiated itself by opting for bright, nostalgic colors that are instantly recognizable and can be loved for years to come.

Building community through hyper-local experiences

Retailers often create their strongest connections with customers through local events —whether that’s a workshop, a product demo, a community meetup, or a small celebration tied to the neighborhood. These hyper-local moments bring people together in ways that feel personal and relevant, helping shoppers see the store not just as a place to buy something, but as a familiar part of their community.

Brands can play a key role in these hyper-local experiences. By partnering with retailers on these initiatives, they can help elevate the experience and make it feel more cohesive. Co-marketing kits—such as co-branded signage, simple event promotions, talking points, or product demo materials—give retailers the tools they need to spotlight the brand in a way that feels natural and local.

Brands can also contribute by offering curated assortments tailored to the community the retailer serves. When the products on display reflect local interests or tastes, shoppers feel recognized and understood—and the connection between brand, retailer, and customer becomes much stronger.

Partnerships that deepen connection and expand reach

Retailers can enter into partnerships with other businesses in order to deepen connection with their customers and expand reach. When shoppers see two businesses they already trust collaborating, it creates a sense of excitement and curiosity—and often introduces them to brands they may not have discovered otherwise.

Brands can help retailers make the most of these opportunities by recommending complementary partners and sharing insight into what types of collaborations resonate with their customers. Because brands understand how their products are used—and which activities or lifestyles they naturally align with—they’re well positioned to suggest meaningful pairings.

For example, an athleticwear brand might encourage a retailer to team up with a yoga studio for a pop-up class or product trial. An outdoor apparel brand could help facilitate a community hike or meetup with a local adventure guide. These simple partnerships give retailers an easy way to create memorable experiences while extending the brand’s reach to new, highly engaged audiences.

How tech + data strengthen community (without losing the human touch)

Technology gives brands a clearer picture of how customers shop, what they respond to, and how their preferences shift across regions. When brands share these insights with their retail partners, it becomes much easier for store teams to create more relevant, personalized experiences on the sales floor. For example, simple reporting on trending fits, colors, or product pairings can help retailers have more confident conversations with customers and merchandise their assortments in ways that feel intuitive to the community they serve.

This is where the human element comes back in: better data leads to better real-world interactions. When retailers understand the story behind a product—who it resonates with, why it performs well in certain markets, and how customers tend to use it—they’re able to build stronger connections with shoppers.

Community building may happen in the store, but brands can meaningfully support it from behind the scenes. By sharing insights, offering curated assortments, and making product education easy to access, brands give retailers the tools they need to foster deeper, more memorable relationships with their customers.