Local love beats online likes

Why Genuine Relationships are the Strongest Success Factor in Traditional Retail

Likes, reach and online visibility can be gained and lost in the blink of an eye, but genuine customer loyalty is not. In this keynote speech, Lisa Santiuste Iñurrieta explains why sustainable success in traditional retail is based on relationships, trust and proximity.

Drawing on principles from network marketing, she demonstrates how referral mechanisms, emotional brand loyalty and community thinking can be employed offline, without resorting to sales pressure or marketing clichés. The presentation invites you to take a fresh look at your own store, viewing it not just as a sales area, but as a social space where people feel seen and enjoy returning to.

The keynote speech combines personal experiences, practical examples and thought-provoking ideas. It is aimed at retailers who want to reduce their dependence on online reach and are looking for ways to turn customers into fans and establish their store as an active member of the local community.