DDi - October 2012 - (Page 16)
16 | Shopper Insights
Designing for the shopper of tomorrow, today
ne of the many curiosities of the current global economy is the state of retail. On one hand, we are told that shoppers are short on cash and rather frugal, and likely to become more so as taxes increase and cutbacks in public spending begin to hit. On the other hand, in the United States and many cities around the globe, there are regular arrivals of new stores and updates to the formats of old ones. Admittedly, not all are lavish, but there is plenty of evidence to indicate that not all shoppers are heading as quickly as possible for the nearest discount store. The resurgence of bricks-and-mortar stores, however, is only part of the story. Further complicating the retail narrative is the explosion of online, mobile and social shopping. These unchartered and wildly unpredictable channels have already shaken up the retail industry as we’ve come to know it. More importantly, they are reshaping shopper expectations and behavior, But are they doing so for better—or worse? The answer really all depends on how you view retail. Through the eyes of a retailer, it is quite a frightful journey ahead, but from the eyes of a shopper, the assessment is quite different.
Find what makes your store stand out. Get to the
heart of your business and why shoppers should shop there by highlighting what you do that makes you the best—whether it be stellar customer service, unique or one-of-a-kind products, or education shoppers can’t get elsewhere.
Conventional thinking is no longer as applicable in our ever-evolving retail landscape, and that rings even more true as the lines between digital and physical worlds blur.
The key to success is seeing these changes as opportunities, not roadblocks, and then going with it. Here are five ways that traditional retail can compete and complement the rise of digital retail:
Communicate. Don’t go the Ron Johnson/Michael Francis route. If your prices are a little higher, tell your customers why. Most people are willing to spend a little more if they understand the benefits that come with a greater price. Whatever your customers need to know in order to continue shopping, keep the conversation going. Deliver. This one is easy. Do what you promise you’ll do, and then do a little more. Never less. Keep it up. Don’t quit before you’ve started. Any journey with
a real possibility of a good outcome should be difficult, and this is the same. There will be setbacks, and there will be challenges, but be persistent. The key is to observe, adapt and respond responsibly, but stay the course so long as the fundamental strategy continues to make sense. As you look to design for the shopper of tomorrow, you can take solace in the fact that some principles of design are timeless, particularly if you’re looking to design a shopper experience based upon sound, time-tested principles. —Richard Winter is the president of POPAI, The Global Association for Marketing at Retail, an information source for brand marketers, retailers, producers and suppliers. Find out more at www.popai.com.
It’s not all about price. Lowering prices in order to drive
traffic is the traditional response retailers have when faced with competition. This strategy has hardly ever been effective and always has been risky, considering the looming possibility of a price war. It is especially ineffective now that shoppers can do a simple Google search to find the best price, which is most certainly online. So, change the way you think about pricing. Always offer the best service possible for the most affordable option out there, but don’t sell yourself short. There are other, more effective ways of attracting and keeping customers in your store.
Table of Contents for the Digital Edition of DDi - October 2012
DDi - October 2012
From the Editor
From the Show Director
When a brand becomes a retailer
POPAI’s 2012 Shopper Engagement Study
Lord & Taylor
State of the Retail Design Industry Survey 2012
Shopping with Paco
DDi - October 2012