It’s safe to say that the internet has changed the advertising industry in a drastic way; allowing consumers to generate content for other consumers to read about opinions and experiences with products and services. So, now that the consumer is in the driver’s seat it’s time to ask: What do they want from a retailer, and how can you provide it?
1. Know the product information landscape
- The good news is; the modern consumer has a big appetite for information. The challenge is finding ways to offer accurate information she can trust earlier in her decision-making process.
- If you don’t regularly read and respond to the ratings and reviews on your site and in social media, then you’re missing critical opportunities to meet and nurture customer enthusiasts who can serve authoritative sources of information for you.
2. Product utility: get your promises in order
- Modern consumers want to know exactly what they’re getting before they make a purchase, and ensuring that your product or service does exactly what you’ve promised is essential.
- Auditing social media will help you identify instances where your products or services don’t live up to customer expectations – opportunities to turn a negative into good.
If you opt to reach out to disappointed consumers proactively, you’ll go a long way in proving your sincerity.
3. Create experiences the modern consumer craves
- Modern consumers (aka the selfie generation) want more from retailers than products and receipts; they want some kind of experience that validates their decision. Admittedly, this is new territory for retailers, and it’s difficult to get right.
When we step back and look at why progressive retailers succeed, it’s clear they’re nailing all three of these tactics. In turn, this opens the door to develop or refine your strategy to reach and engage consumers who are wholly new to your brand.
CEOs: The 3 Most Important Questions To Ask Your Marketing Team
- Challenge your marketers’ assumptions
- Achieve alignment between your company’s marketing and mission
- Encourage marketing to focus on long-term returns instead of short-term metrics