Sinclair Founder Andrew Brooks Gives Advice at the NRF Vision Panel

At the 2020 NRF Vision Panel, Sinclair Founder Andrew Brooks and other entrepreneurs gathered to provide advice and predictions on the future of the retail sector. The National Retail Federation held this conference to help nearly 40,000 attendees learn more about where their industry was going, and what they could do to stay at the forefront of it. According to Brooks, most of what companies need to do to succeed can be condensed into three specific areas: technology, authenticity, and sustainability.

Bringing In Technology And Influencers

Technology and authenticity go together in some ways, including in the use of influencer marketing. Many brands are using influencers for their products today, as they want the boost they receive from getting a celebrity or other important person to say that their product is a good one. This can be a great way to advertise a product, and can help customers feel good about purchasing it. But there's a caveat. The influencer has to be aligned with the product or company, or there isn't any authenticity.

Without authenticity, marketing efforts can quickly fall flat. Most customers can tell when product marketing through the use of influencers isn't authentic, and the influencer wouldn't have any reason to actually use the product. That doesn't stop every customer from purchasing, says Andrew Brooks, Sinclair Global CEO, but it will stop a lot of them. They're looking for a company they can trust, and one where they can have an authentic experience. If the influencer doesn't match the product, that's a big red flag for authenticity.

Customer Communication

But technology isn't just about influencers and marketing. It's also about customer communication. Customers want to be able to reach out to the companies they purchase from. They might have questions or concerns, or maybe they want to compliment the company for a great product or a good experience with an employee. There can be all types of reasons to interact. But if a customer can't find a way to do that, or they can't get any type of response, it can turn them off to working with the company in the future.

Sustainability is another area where Sinclair’s Andrew Brooks says companies in the retail sector should be paying close attention. Having a sustainable product and a company that cares about protecting the planet is becoming more important to a larger number of consumers. If these consumers can't get that from one company, they'll look for a different one. This is a trend that's likely to continue, as well, so companies that don't offer sustainability will start to fall further behind their competition.

Advancing The Industry

Brooks and others in the entrepreneurial retail space are committed to providing help and advice for that industry. The NRF Vision Panel was one way to do that, and an opportunity to provide knowledge, predictions, and insight to numerous retailers.

As Sinclair’s Andrew Brooks continues to build his Sinclair lifestyle company, and undoubtedly other companies in the future, he will use the lessons he teaches to others, to help ensure he has the highest possible level of success. Entrepreneurs who follow his advice may see increased success in the retail sector, as well.

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Created on Feb 17th 2022 06:06. Viewed 164 times.

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