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Fan Base: Retailers create higher level of engagement with in-store activity hubs
Image credit: Ted Eytan, CC by 2.0 While many retailers are focused on making stores a destination to experience, some aim for an even higher level of customer engagement by casting themselves in the role of community center. Others have even become a global destination for enthusiasts. These retailers understand that one way to energize a fervent fan base is to offer a singular fan base. Here are a few examples: -
Signet Jewelers fires back on ‘diamond swapping’ controversy
Signet Jewelers Ltd., whose store banners include Kay Jewelers and Zales, issued a strong rebuttal against charges that its stores swapped customers’ gems for lesser-quality stones while they were in for service. The controversy started with an article by BuzzFeed about a Maryland woman who said her engagement ring — purchased at a Kay Jewelers store — had its diamond swapped out for a lower-quality manmade stone while in for service. The story quickly went viral on social media.

