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Michelle Collins on Retail Remix
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Episode 56

How Sephora and BuzzFeed Close the Trust Gap

Featuring: Margot Bloomstein, Appropriate, Inc.

Margot Bloomstein has helped brands like Timberland and Lindt develop their marketing, content and user experience (UX) strategies. She has used her experience and research on brands across industries to tackle a known industry problem: winning and keeping customer trust.  
 
The result is the new book called: Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust GapDuring this episode of Retail Remix, Margot shares why she felt a book like this was needed, and real-life examples of brands that have successfully tackled audience cynicism and built powerful content engines. Listen to learn: 

  • Why the “3 V’s” of trust (vulnerability, voice and volume) should guide every brand’s approach to content strategy and branding;  
  •  How Sephora and BuzzFeed are embracing community and transparency to breed trust; and 
  • Tips for bridging cultural gaps and department silos to make trust a true “business problem.”

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Retail Remix

The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Bi-monthly, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.

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