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In the crowded and competitive online retail market, success is all about defining a unique position in the minds of your customers. Price and selection are commodities; these days customers must want to do business with you. That means your culture and your people are your greatest asset.
Social media tools present new opportunities to stand out from the crowd. Wouldn't you like to have the e-mail the customers actually look forward to receiving? You can enjoy that privileged position when you unleash the creative voices in your organization, involve your customers in the conversation and spread the good word through e-mail marketing. These days, culture and service drive sales. The key is to find your voice and amplify through all the channels you can. Paul Gillin looks at how successful retailers are using the new tools of online publishing to
reinvent customer relationships.