Maintaining Brand in a Recession:

How Your Talent Distinguishes the Customers' Experience

February 24, 2009

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When customer service and experience are the major brand differentiators, retailers are communicating and executing their brand strategy at the front-line. Retailers riding out a recession are focused on refining, managing and maintaining their brand. Leading retailers adjust and use branding to both retain customers and engage their talent. Communicating to these stakeholders what they can expect in this economy involves aligning changed strategies with expectations, driving service, and creating a better customer experience through talent engagement.

Eastern Mountain Sports (EMS) is a successful outdoor retailer with 68 stores in 15 states located along a US eastern mountain range called the Appalachian trail. Hikers may appear to travel light, but every item they carry has a purpose that ensures their survival. The talent at EMS have a great love for the outdoors and embrace the idea of every company practice being lean and having a purpose as well. Colleen Clark, EMS’s VP of Human Resources and Director of People, said that despite the economy requiring they “run their brand on a bootstring,” that their talent creates and delivers an authentic brand reflected in the customer’s experience.

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