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The act of a specialty retail shop or business [cultivating] and nurturing an assortment of people in the embodiment of the store's soul and spirit. This group could be present, past, or future customers, or simply people attracted to the store's presence and feel - whether that be from a physical visit, or exposure their brand or media presence. TribeBuilding creates a stronger customer [experience], [foundation] for trust and increases loyalty through the creation of a sense of community, be that virtual or physical. It negates the showrooming mentality.
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