Dave Charest, Director of Small Business Success, Constant Contact
When Main Street values meet Silicon Valley innovation, small retailers prosper—and AI-powered automation can help, says Dave Charest, Director of Small Business Success for Constant Contact, a digital marketing platform.
The company recently surveyed more than 1,600 young small to mid-sized businesses (operating for under five years) and found that 91% felt technology had played a key role in helping them launch their businesses. Inspired by the effectiveness of automation, three out of four plan to use AI to market their businesses this year.
Combining AI with proven digital tools like social media, email, and SMS can be a great way to engage customers, build trust, and create the kind of authentic storytelling that helps a business stand out, says Charest.
And standing out is crucial, according to Constant Contact research. “We know how much people love small businesses, but many don’t fully see just how many there are,” says Charest. “Our research showed that nearly 80% of consumers underestimate the number of small businesses in their country by a huge margin. In the U.S., many guessed five to 10 million when the actual number is over 33 million. That’s a real visibility gap.”
This blind spot means small businesses aren’t getting the recognition they deserve, even though 82% of people say small businesses positively impact their lives, Charest reports. “The gap between love and awareness is a huge opportunity to raise visibility and help communities connect with the businesses that shape them,” he says.
Below, Charest shares strategies for retailers based on key takeaways from the report.
Q: What are the most important attributes a small business needs to succeed?
A: Small businesses thrive when they lead with authentic human connections—their values, their story, and the real people behind the brand. Consumers, especially younger generations, want to support businesses that reflect their values and build emotional loyalty, not just offer convenience or low prices.
Digital savvy is equally critical. Being nimble and customer-focused, while using automation and data to serve audiences better, sets successful small businesses apart, and the businesses that adapt quickly and connect authentically win.
Q: What’s your advice for shoe retailers?
A: Shoe retailers can build lasting customer relationships by using email and SMS marketing to deliver timely, personalized messages. For example, remind loyal customers when it’s time to replace shoes, spotlight seasonal deals, like your annual “back-to-school” sale, or preview new arrivals tailored to their tastes.
Listening is also key. Gather customer feedback to help you stock what they really want, staying updated on the right styles and sizes.
And with AI-powered automation, you can nurture customers with thoughtful follow-ups, like thanking them after a purchase or reminding them about items left in their cart. This kind of ongoing, personal connection drives loyalty and repeat business, which is especially important in a competitive market.
Q: What’s the best way to harness technology for more effective marketing?
A: Social media is a great tool for reaching new customers, but lasting loyalty comes from owned channels like email and SMS—where small businesses control the conversation and can facilitate direct engagement with their community.
When you combine those channels with AI-powered automation, you get the best of both worlds: personalized, timely messages that make customers feel seen and valued without adding to your workload. Technology today helps small businesses by improving efficiency, cutting costs, and allowing them to focus on the human side of their business. It’s about working smarter to build real connections that keep customers coming back.
Learn more about the Small Business Now: Growth in Motion report here.
Source: Constant Contact Small Business Now: Growth in Motion report
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