Many brick-and-mortar retailers have struggled to succeed in the 21st century with the rise of e-commerce competitors. But a few marketers have managed to turn their physical retail presence into an asset, rather than a liability.

One such innovator is Jeannine D’Addario. As Chief Marketing and Communications Officer at Guitar Center, Jeannine has overseen an increased emphasis on Guitar Center locations as places of learning and education. On this episode of Marketing Trends, she tells us how building these customer experiences have helped Guitar Center succeed in the marketplace.

Links:

Full Links, Quotes, & Notes: http://bit.ly/2Yy1Qw9

Jeannine’s LinkedIn: linkedin.com/in/jeannine-davis-d-addario-6789437/

Jeannine’s Twitter: twitter.com/jdaddario

Guitar Center Website: guitarcenter.com/

3 Key Takeaways:

– Physical retail succeeds when it is an experience, not just a place to shop.

– Education is a great way to bring people into the pipeline and begin the customer journey.

– Brand consistency is crucial. You have to know your values and make your retail strategy an extension of them.

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