Remember: Shoppers’ memory of an experience – whether it’s in a store or online – becomes the product; their recollection of the shopping experience lingers far longer and has far greater impact than the good feelings linked to a specific purchase.
• Today’s shoppers are “information omnivores.” Satisfying shoppers in 2009 will come down to finding ways to provide in-depth access to product data.
• Consumers want to provide feedback about a product one day and read comments and reviews another. Give them a voice in goods and service – and don’t forget to listen to what they have to say.
• Look for consumer electronics, small household appliances, cookware and items that convey a sense of home and hearth to resonate with shoppers.
• Retailers that give shoppers permission to buy by offering creative goods and services will connect with consumers.
• Empathize with your customers’ hassles and struggles; gestures of kindness are truly appreciated – not to mention upbeat conversation starters. And what’s that they say about the viral effect of positive feedback?
IT spending will inch upward, but the “do more with less” mantra will trump the quest for unplanned initiatives.
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