How bad do you want to get inside your customer’s head? Do you want to figure out what makes them do what they do?
Well, for that you'll have to study them in an environment that would make research easier: the shopping environment.
The shopping environment is complex and challenging –more than TV or Internet, which are mainly passive and unidirectional where customers are usually sitting, not moving and looking straight forward, only capable of small eye variations.
Shoppers, on the other hand, are constantly moving through a multidirectional environment, interacting and directing their experience as they move along at high speed (well, it is high for a pedestrian) and, despite all that 30-seconds-brand-impressions study, it takes them only about 3 to make up their mind and purchase.
Shoppers, on the other hand, are constantly moving through a multidirectional environment, interacting and directing their experience as they move along at high speed (well, it is high for a pedestrian) and, despite all that 30-seconds-brand-impressions study, it takes them only about 3 to make up their mind and purchase.
This speedy environment is full of sensory interaction and makes it an attractive experience for customers, making it become a favorite shopping avenue, despite some other more efficient online alternatives.
It is tough work to understand what shoppers really care about, and one of the few ways to do so is to spend time with them walking through the store.
Understanding shoppers and their ways to shop can lead to a significant increase in sales and profits by improving shops designs and strategies, but it will demand a shift from a passive to an active mind set, with commitment and involvement.
This mindset change is to become the new paradigm in retail marketing.
Written By Bob Proctor,
President
The Linkage Group Inc.
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