DDi - January/February 2010 - (Page 48)

48 | Think Tank DDI gets one-on-one with Lee Eisenberg about his new book, “Shoptimism: Why the American Consumer Will Keep on Buying No Matter What” By Jessie Bove, Managing Editor Q: What is your deﬁnition of “Shoptimism”? A: That buying can be self-expressive, creative and emotionally satisfying—IF we choose those material things and experiences that match up with our values and tastes. And, of course, don’t bust the household budget. Q: How have consumers changed their shopping behavior due to the economic crisis? Which changes are here to stay? A: American consumers, generally speaking, have gone from being mindless and impulsive to being mindful and more sensitive to what they truly need versus what would be nice to have. In the book, I refer to buyers who buy with their heads (rational, methodical, concerned with value) as Classic buyers. Romantic buyers, in contrast, buy with their hearts—they want the new, the novel, the different. Until the meltdown, Romantic buyers were out in force. Now many of them are buying in a more “classic” mode. Q: How has the retail environment changed over the past year due to the economy? What have some retailers done to overcome the challenges? A: To say they’ve changed is an understatement. One obvious thing retailers have done is kept their sign departments—SALE, 50% OFF BUY , 1 GET 1 FREE—working overtime. Their planners, allocators and merchants have also been super busy, making sure inventories are kept at reasonable levels. But, I also think greater stress has been placed on customer service. One, because there are fewer customers in the store, which means more personal attention. Also, because customers are being more selective, ask tougher questions and have a greater need to feel conﬁdent, they’re getting the right product for the money. Q: How can retail store design affect Americans’ shopping behavior? A: In the book, I try to explain to the general reader how atmospherics play a major role in shaping one’s in-store decision-making. I found a treasure trove of academic research on how music, lighting, aroma—even what sales associates wear—all contribute to whether customers feel comfortable, aroused or overwhelmed, all of which inﬂuence how much time we spend in a store and whether we’re encouraged to buy or ﬂee. Q: Why will the American consumer keep on buying no matter what? A: It’s simple: where there’s a will to shop, there’s a way. And, this is obviously still a consumer-driven economy. That said, where we’ll shop and what we’ll buy will turn on value, practicality, utility and timelessness— with the occasional “splurchase” thrown in to keep life interesting. Q: What are the three most important lessons you hope retailers and designers draw from your book? A: (1) That customers need to be treated with respect. As the great ad man David Ogilvy famously told the industry back in the ’60s: “The customer’s not a moron, she’s your wife.” (2) That store design, including the care and attention paid by sales associates, be thoughtfully conceived and maintained to assure a pleasing experience, almost a community experience, for those for whom it’s intended to serve. And (3) American consumers up and down the socioeconomic level are a lot more sophisticated design-wise. Just because you might be, say, a discounter, doesn’t absolve you from doing all you can to please the senses of those who come in the front door. Because if you don’t, a competitor will. www.ddimagazine.com | January/February 2010 Photo: Marion Ettlinger, Shoptimism, Free Press http://www.ddimagazine.com

Table of Contents for the Digital Edition of DDi - January/February 2010

DDi - January/February 2010
Contents
From the Editor
Newsworthy
Greentailing
Editor’s Choice
Design Snapshot
DDI’s Winning Windows
United Nude
Global Retail Report
Channel Focus: Hardware
Right Light: Pop-up lighting
Product Spotlight
GlobalShop Show Preview
Calendar
Advertisers
Classifieds
Think Tank

DDi - January/February 2010