The document discusses three powerful things that retailers can practice to build customer loyalty. The first is meaningful communication, where information is conveyed in a way that customers will remember and find useful. The second is two-way communication, which involves a dialogue where customers can ask questions and retailers can foster relationships over time through continued interaction. The third powerful thing is personalization, discussed in the next section, which involves tailoring the customer experience based on individual needs and preferences. The overall message is that loyal, lifelong customers come from retailers who focus on engaging in real, ongoing conversations with customers through various channels.

1. of1 1
3The
3
Most
Powerful
Things
Retailers
Need
to
Practice
to
Keep
Customers
Till-­‐Death-­‐Do-­‐
Them-Part. 3

2. “I
want
you
to
want
me”
is
a
song
by
the
American
rock
band
Cheap
Trick.
First
played
in
1975,
it’s
lyrics
ring
true
for
any
retailer
back
then
and
more
than
ever,
now.
Yes,
it’s
just
a
love
song
with
a
catchy
tune,
but
when
applied
to
the
realm
of
retailers
and
consumers,
it
can
easily
become
that
song
that
sticks
in
your
head.
More
lyrics:
I
need
you
to
need
me.
I’d
love
you
to
love
me.
I’m
begging
you
to
beg
me.
Wouldn’t
it
be
great
to
get
your
customers
to
beg
you
for
your
products?
Isn’t
that
what
we
try
and
do
every
day
we
do
business?
We
reach
out
to
them
and
basically
beg
them
to
notice
us,
want
us,
need
us
and
if
we’re
truly
successful,
beg
us
for
more.

3. In
these,
the
early
2000’s,
the
world
has
changed,
but
getting
and
keeping
customers
has
never
been
more
exciting.
Everyone
is
buzzing
about
the
changing
face
of
retail
in
the
wake
of
the
internet
age,
ever-­‐evolving
technology
and
increasing
consumer
power
in
the
marketplace.
Will
brick
and
mortar
shops
suffer
a
crumbling
construction
because
of
increased
consumer
online
of
spending?
Okay,
back
from
our
1975
reprieve.

4. Shopping
has
changed.
Selling
has
changed.
Competition
has
changed.
(scary
piano
music
is
now
playing
in
your
head)
!
! !
!

5. In
fact,
there
is
so
much
buzz
out
there,
you
can’t
hear
the
bees
anymore.
Well,
we’re
going
to
tell
you
about
the
honey.
The
honey
is
the
glue
between
you,
friendly
neighbourhood
retailer
and
your
customer.
The
hive
is
not
your
store
and
not
your
website.
The
hive
is
the
truly
honest
relationships
you
have
with
your
customers.

6. This
book
is
about
three
important
things
to
practice
to
ensure
loyalty
till-­‐death-­‐do-­‐the
customer-­‐and-­‐retailer-­‐part.
It
is
also
about
choosing
the
right
technology
to
achieve
what
is
thought
of
as
a
thing
of
the
past:
Customer
loyalty.
Enough
about
bees.

7. 1
Meaningful
Communication.
Let’s
hear
about
Powerful
Thing
To
Practice
#
1:
Let’s
keep
it
real,
folks.
1
1

8. What
is
communication
anyway?
Everybody
is
supposedly
communicating
these
days.
Information
is
being
lunged
at
you
from
all
directions
and
all
mediums
possible,
whether
you
want
it
or
not.
This
is
thought
of
as
communication.
Communication.
Hmm.
This
word
is
used
ever
so
flippantly
these
days
and
is
prevalent
in
documentation
and
speech.
It
has
become
a
buzzword.
(No
bee
reference
intended)
One
well-­‐put
online
definition
states
that
communication
is
the
activity
of
conveying
meaningful
information.
What
is
meant
by
meaningful?
When
communication
is
meaningful,
it
is
easy
to
remember.
When
you
have
a
good
reason
or
a
purpose
for
remembering
something,
you
remember
it.
The
reason
or
purpose
makes
you
concentrate
harder.
Your
purpose
even
helps
you
decide
what
to
remember.
When
you
think
about
the
massive
clutter
of
what’s
called
communication
out
there
both
in
the
physical
and
online
world,
it
begs
the
question:
Is
all
that
clutter
really
communication
or
is
it
just
information
clutter?
Answer
–
That
would
depend
on
its
effectiveness.
Did
it
get
remembered?
Was
the
content
useful?
As
a
retailer,
it
is
vital
to
have
your
target
customers
remember
your
messages
and
not
perceive
them
as
information
clutter.
Imagine
having
a
customer
base
akin
to
a
captive
audience.
It’s
all
about
the
conversation.

9. This
brings
us
to
Powerful
Thing
To
Practice
#2:
Two-­‐Way
Communication
22
2

10. They
ask
questions,
you
answer.
They
ask
for
more
information,
you
give
it.
They
buy,
and
you
foster
the
relationship.
The
relationship
grows
as
you
continue
to
foster
it
and
whammo:
Loyal
customer
base
as
they
buy
again
and
again.
It’s
proper
fostering
of
the
retailer/customer
relationship
that
merits
the
till-­‐death-­‐do-­‐us-­‐part
badge.
A
nice
and
easy
two-­‐way
kind
of
conversation.
We’re
talking
dialogue
interchange
here.
Passing
relevant
information
to
customers
who
want
it,
not
to
everybody
out
there.
People
who
want
the
conversation
will
respond
because
the
relevant
information
you
send
them
addresses
a
reason
or
purpose
that
they
have.

11. Let’s
face
it.
The
old
way
of
one-­‐
way
communication
is
not
meaningful
enough
for
today.
Sure
store
signs
like
window
displays
serve
a
purpose
and
so
does
the
information
you
post
on
your
website.
The
information
is
delivered
to
those
who
happen
to
see
it,
but
it
can’t
meet
the
needs
of
today’s
consumer.
Chances
are
most
people
won’t
even
notice
your
signs.
Their
eyes
are
locked
onto
their
mobile
phones
as
they
pass
by
your
store.

12. Bees
are
bidirectional
and
united
to
a
cause.
They
go
back
and
forth
from
the
hive,
communicating
with
pheromones
and
little
bee
danses.
They
consistently
use
meaningful
communication
to
fulfill
the
work
requirements
of
their
roles
whether
they
are
worker
bees,
drones
or
the
queen
herself.
At
Raange,
we
know
that
uni-­‐
directional
or
one-­‐way
communication
is
nowhere
near
as
effective
as
two-­‐way.
We
also
know
how
to
harness
the
power
of
two-­‐
way
communication.
–
like
bees
do.
(How
did
that
bee
comment
get
in
there?)

13. One
of
our
products:
The
Raange
Tag:
A
powerful
tool
to
create
permission-­‐based,
meaningful,
two-­‐way
communication
between
your
brands
and
your
customers.
The
winning
recipe
in
building
solid
relationships.
We
at
Raange
gave
ourselves
the
following
task:
To
take
our
platform
and
enhance
it
to
provide
state-­‐
of-­‐the-­‐art
performance
in
data
collection
to
provide
retailers
with
results
they
can
count
on.
Raange
technologies
are
built
around
the
concept
of
meaningful,
two-­‐way,
permission-­‐based
interaction
with
the
goal
of
maximizing
and
promoting
a
fantastic
customer/retailer
experience.
Interactive
technology
to
keep
your
brick
and
mortar
stores
alive
and
well.
How
did
we
do
this?

14. The
answer
lies
in
Powerful
Thing
To
Practice
#3.
33
3
Communication
founded
by
consent

15. These
are
permission-­‐based
relationships
between
retailers
and
customers.
Real
relationships
cannot
exist
without
permission
or
expressive
consent.
In
other
words,
there
needs
to
be
interest
or
any
communication
you
attempt,
will
be
ignored.
Another
reason
why
communication
based
on
consent
is
the
way
to
go?
It’s
also
mandatory
from
a
spam
perspective.
If
people
receive
messages
electronically
either
by
email,
text
or
phone
and
they
didn’t
consent
to
it,
it
can
be
deemed
as
spam.
It
is
safe
to
say
that
no
retailer
wants
messages
that
they
send
to
be
perceived
as
spam.
Kudos
to
Canada
and
the
U.S
as
of
2014
for
bringing
us
Anti-­‐
spam
legislation
along
with
heavy
fines
to
weed
out
spammers.
This
is
a
good
thing.
Many
customers
are
unaware
that
their
contact
information
is
periodically
recorded
and
is
being
sold
as
customer
lists
to
any
business
that
will
buy
it.
The
use
of
these
lists
generates
spam.
Still,
many
businesses
have
in
their
possession
customer
lists
that
have
been
obtained
without
the
customer’s
prior
consent.
Using
these
kind
of
lists
to
generate
leads
is
futile.
Why
would
you
want
to
try
to
sell
oranges
to
someone
who’s
shopping
for
vacuum
cleaners,
anyway?

16. We
at
Raange
used
the
idea
of
communication
based
on
consent
to
further
enhance
our
products
to
give
you
optimal
reporting
capability.
With
real
customers
and
real
leads,
your
data
is
accurate.
With
our
dynamic
reporting
tools,
you
know
exactly
what’s
going
on
in
realtime.

17. Using
the
latest
in
mobile
technology
-­‐
QR-­‐code,
NFC,
and
Text-­‐In
–
and
combined
with
a
customized
dynamic
landing
page,
the
Raange
Tag
can
help
any
business
engage
consumers
on
their
mobile
phones,
optimize
their
in-­‐store
experience
to
build
more
value
for
consumers.
Make
sure
that
your
communication
is
meaningful
to
support
your
customer’s
reason
or
purpose.
Meaningful
communication
is
a
two-­‐way
street.
Lasting
relationships
can’t
be
built
without
the
conversation.
The
relationship
has
to
be
founded
by
consent.
The
customer
has
to
allow
it
from
the
get-­‐go.
At
Raange,
we
took
these
3
important
things
to
practice
for
every
retailer
and
incorporated
its
values
into
our
latest
technology.
The
Raange
Tag.
Summing-­‐up
3
important
things
to
practice

18. This
is
where
we
get
back
to
those
brick
and
mortar
stores.
We
believe
that
stores
pay
a
huge
price
for
real
estate
that
they
are
not
using
at
all
for
lead-­‐
generation
or
relationship
building.
This
is
where
we
come
in.
We’re
Raange.
We
are
a
powerful
Customer
Opt-­‐in
Acquisition
Platform
from
where
we
build
simple,
innovative
tools
to
bridge
retailers,
brands
and
consumers.
We
can
help
you
keep
your
brick
and
mortar
stores.
All
you
have
to
do
is
poise
your
real-­‐estate
to
garner
opt-­‐in
leads.

19. The
Raange
Tag
takes
full
advantage
of
your
inside
and
outside
advertising
space
and
invites
customers
to
simply
Scan,
Tap
or
Text
their
phone
to
instantly
get
all
kinds
of
information
like
incentives,
rewards
or
special
promotions.
Consumers
opt-­‐in
to
take
advantage
and
they
are
instantly
added
to
a
repository
of
your
opt-­‐in
leads.
Why
it
works:
Interested
consumers
on
their
way
to
becoming
customers!
Attract
existing
customers,
browsers
or
people
who
aren’t
sure
what
they
want
to
buy
or
if
they
want
to
buy.
Let
them
know
what
you’re
all
about
and
that
you
want
their
business.
You
will
gain
recognition
and
the
start
of
a
beautiful
relationship
has
begun.
Meaningful,
2-­‐way
communication
founded
by
consent
is
the
ONLY
way
to
build
lasting
relationships
between
retailers
and
consumers.
Each
customer
that
converts
to
a
lead
can
manage
his
or
her
communications
preferences
to
make
sure
they
only
receive
meaningful
information;
and,
you
can
better
manage
the
relationship
by
sending
the
information
they
want!
Communications
tailored
to
the
consumer.

20. Thanks
for
reading!
Feel
free
to
text
“Ebook”
to
888-­‐480-­‐6855
for
more
details.
RAANGE,
Inc.
1
Avenue
Holiday,
Suite
501,
East
Tower,
Pointe-­‐Claire
(Montreal),
Quebec,
H9R
5N3