Campaigns and initiatives these are developed in

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Campaigns and Initiatives These are developed in order to encourage cus- tomer engagement and raise awareness of socially responsible actions being carried out. This is publicised through many channels including customer email, in-store advertising and website banners. As previously mentioned, these campaigns often have an interactive element, which again can help with the customer promotion and engagement. Thank you campaigns This is a tool used after the launch of a campaign or initiative and is often used as not only a reward for the customer for their engagement but to also promote further engagement in the future. Through this direct correspondence, usually by email consumers are not only thanked for their contribution but also informed further of the CSR commitments and actions they have engaged with. Companies at this point also want to encourage positive repeat behaviour. Database emails Purchasing and often non-purchasing customers are encouraged to provide an email address on many occasions during their inter- action with the company. This is often stored on an internal database to utilise these contacts to inform customers of offers, promotions, events, etc. Again this is a tool used by companies to inform consumers and promote further engagement in their CSR values. This approach is direct which is positive but can be often overlooked due to the advertising nature of the email content. 76 A.M. James and B. Montgomery
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Additional materials In addition to the methods used as previously discussed, companies also often take advantage of additional materials such a magazines, fl yers and carrier bags. All of which can be utilised to inform and engage the consumer. Regardless of the method of communication, a powerful tool in many of the methods discussed previously is the use of narrative. Many companies use story- telling as their main way to engage and keep the interest of their customers. The use of narrative is so powerful due to the familiarity of the structure of a story; people feel intrigued and want to fi nd out more. When used effectively, companies can inform and engage consumers on an appropriate level regarding their CSR values and actions. The use of narrative is often accompanied with short video footage or eye-catching animations or graphics, which again reinforces the message conveyed in the story, engaging consumers to learn more. Examples of this include some retailers introducing their key suppliers or farmers to a wider audience by narrative or short stories aimed to get information across quickly. High street companies such as Marks and Spencer, Body Shop and Monsoon Accessorize all use this as an approach on their CSR websites. This aids consumers to feel more connected with the manufacturing supply chain using bite sized, easily accessible information. This approach is also adopted by The Fairtrade Foundation to give examples of their cotton farmers and workers; this personal approach again gives the consumer an insight into the work carried out behind the scenes in fashion.
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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