Community Building in Retail
Why Closeness is the New Growth
By Marilyn Repp
Retail is at a turning point. Although artificial intelligence, automation and data-driven platforms are becoming increasingly adept at predicting our purchasing preferences, there is also a growing desire for genuine human interaction. People long for interaction, belonging and meaning. They want to meet like-minded individuals – people who share the same hobbies, interests or values.
The Countertrend to AI: Community
AI offers efficiency, convenience and personalisation, but not relationships. As digital systems increasingly shape our everyday lives, the need for human warmth grows. The countertrend to artificial intelligence is lived community: places and moments where genuine dialogue occurs, where people are heard and can connect with like-minded individuals.
In retail, the ability to build strong relationships is becoming a more important competitive advantage than offering the widest selection or the lowest price. Those who foster closeness foster loyalty. Those who foster loyalty remain relevant. Building community is therefore not just a "nice to have", but a strategic response to an era in which much is digital but little is emotional.
How retailers can approach the topic
It all begins with listening. Who are my customers, really? What motivates them? What topics connect them beyond the product? Once these questions have been answered, a sense of community can emerge, whether through regular in-store events, small clubs, themed activities, or digital spaces for interaction. The important thing is that people feel seen and welcome.
Community building is an attitude, not a short-term marketing tool. It's about establishing genuine relationships rather than managing target groups. This requires courage, time and authenticity. However, the investment pays off, as a strong community offers the most stable form of customer loyalty, being resilient to price pressure, online competition, and dependence on tech giants such as Meta and TikTok.
Conclusion
In the age of AI, success will go to those who prioritise humanity. Community building is a countertrend to artificial intelligence because it provides what technology can never offer: trust, intimacy and purpose. For traditional retail, this presents a significant opportunity because the necessary elements are already in place: a theme, regular customers and a meeting place. Let's get started!
Community building as an opportunity for brick-and-mortar retail
Speaker: Marilyn Repp, CEO at The Community Building Company
Date: Wed, Jan 28, 2026, 13:30 - 14:15
Venue: Messezentrum Nürnberg, Halle 3A, B-31, D-40 Toy Business Forum
Community building creates new opportunities: customers are emotionally connected, exchange and closeness are created. The store becomes a meeting place where people experience more than just shopping. This turns the point of sale into a point of community - with increased loyalty and long-term growth. Turn your customers into ambassadors!
About the author
Marilyn Repp is a retail expert, speaker and founder of The Community Building Company. Her focus is on retail innovation and community building: How can retailers bring customers, partners and employees into real exchange to drive innovation, brand loyalty and growth?
