Retailers are already applying various communication

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Retailers are already applying various communication methods in order to inform their customers of their social or environmental activities and intentions. Whilst marketing principles are applied in-store everyday, this communication tool could be utilised to in fl uence the consumer behaviour for the good of society, whilst also practicing good business and remaining pro fi table. As previously mentioned the methods to communicate CSR values and actions of a company is crucial and can be the difference between these values being positively or negatively perceived by the public. However, the consequences of increased communication are not always a positive one, with the wrong kind of communication methods often causing further scepticism (Lindgreen and Swaen 2010 ). Despite this, retailers are aiming to carefully select communication methods in order to demonstrate their involvement in a variety of CSR activities (Waddock and Googins 2011 ). The methods chosen are wide and varied and are often adapted Connectivity, Understanding and Empathy 75
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to suit the business setup of each company. In addition to annual reporting, com- panies are now choosing to use innovative methods in order to get their message across with campaigns and initiatives often being their method of choice. These additional methods include; CSR websites These are often additional micro-sites provided by the com- pany taking the user away from the product purchasing site and moving to a more corporate site. The tools often include imagery, text, video and animation. This is also when branding of CSR is heavily practiced if the company takes this approach. Social labelling This tool is predominantly used in-store where a customer can physically see and read a tag. This is an opportunity for retailers to inform their customers of any socially responsible factors applicable to the garment such as Fairtrade cotton or reminding them to wash at lower temperatures. The formats of social labelling seen in-store include swing tags and garment labels. In-store marketing As seen with traditional in-store marketing, this can also be used to inform customers of the companies CSR values and actions. This could take the form of point of sale marketing or large in-store visuals such as banners. Companies who choose to brand their CSR actions often use this tool to best communicate to consumers in the in-store environment. Charity collaboration Many companies have chosen to collaborate with a charity for one of their commitments to CSR. Again this is publicised through many channels including in-store, online and direct public communication such as emails and text. This collaboration is often on the back of an initiative of campaign being run by the company.
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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