"Look books". Yet another term to describe the transforming shopper...
You cannot stop communicating with your shopper altogether but you'd certainly better be listening to HOW they are willing to receive information.
Fragmentation is here. Even the J.C. Penney's is throwing in the towel and shifting to specialty catalogs specific to the shoppers whims.
Now, if Penney's DM campaigns can accurately target their increasingly fragmented audience with specialty catalogs what is stopping them (or any other retailer) from transferring their knowledge of their customers into the store?
Analogy: If it were your job to convince someone to vote for a political candidate would you push this soon-to-be-liar in print and television but leave out radio? (Bear with me. I know all these mediums are dying.) Of course not. You'd attack all mediums with gusto and focus on the one or two which provide the most bang for your influence-buying buck.
Retailers: Shoppers have CHOSEN to visit you in your home. How welcome are you making them feel? Are you greeting them by name? It is possible today. Are you inviting their presence with digital coupons? It is possible today.
Where is your marketing budget headed? You know TV and print are losing relevancy but you're not sure where to shift your efforts? Go all in. To your store. Your store is your greatest asset. It can be the ultimate destination. Or it can be a necessary evil. Make it the greatest shopping environment and experience you possibly can and your shoppers WILL tell their friends.
No comments:
Post a Comment