Tremblant Forum CSR Series -  Cristelle Basmaji, VP Communications, Jacob.

Basmaji says that Jacob is a very consumer-centric company and considers all consumers potential brand ambassadors. For this reason, Jacob gives its consumers an abundance of information regarding its products, campaigns, and designs. With more and more consumers turning to social media, there is a greater expectation for transparency.

She says that while Jacob had always invested the bulk of their efforts in making each Jacob store the main point of communication (through beautiful images, appealing store set-ups, customer service etc), the company soon realized that this wasn't enough.

Jacob believes that new media tools are key when speaking to people outside the store environment.

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