Listen to the changing shopper
Just heard a great presentation from Lois Seidl, Meyers Research Center where she discussed the myriad of options available for retailers and marketers to fully connect with their shoppers and understand purchase behavior. Seidl discussed that by doing research in-store, both retailers and marketers can understand exactly why customers choose one product over another. Sometimes there is absolutely nothing wrong with the product, the customer simply has a coupon for another product or they are tight on money during this shopping trip. Of course, having a nice presentation of a brand and a great store experience does help, Seidl says that so much more of the purchase behavior is within the shopper. So what can retailers and marketers do? Listen and research.
Meyers Research has found that shoppers increasingly want a small, artisanal market experience when shopping. By listening to the shoppers needs, stores have undergone changes to suit the customer's desires. Even large retailers like Walmart and Target have followed suit, creating a more intimate shopping experience.
Seidl also showcased many of the in store marketing signage that's available for stores and manufacturers, highlighting digital signage.
Highlighting the store experience and the items available are important, but the overall theme of Seidl's speech was to listen and to research your shoppers. Our thanks to Meyers Research Group for their presentation.