More Learnings From The Road

15Feb11

For the past 3 weeks, we have been out on the road working with retailers, and talking to folks in all different kinds of industries.  Aside from selling clients (why we travel), we do everything we can to learn what is and is not working out there from a marketing standpoint.

If you think back just a few years, I am sure you will agree that the marketing landscape has changed a great deal.  Consumers are all over the map in terms of what they admit enticed them.  As yesterday was Valentine’s Day, we all can relate to doing something, or providing an “enticing” gift.

It is no different from the consumer’s perspective.  They want to be romanced.  To those on the fashion-oriented, design inspired retail end of the spectrum, you do not need a reminder as to how the consumer has changed.  Have you changed?  Are consumers leaving your store/studio feeling as though they were enriched by the experience?  If not, how do you differentiate yourself from the vanilla stores and big box stores who are providing a value proposition?

We all get hungry.  We all want to eat.  Sometimes we drive thru at a franchise because we do not perceive a dining experience to be available that will also enhance us as well as fulfill a calorie requirement.  That all changed for us recently.  A local restaurant that is a typical pub decided to put in a new dining room, and enhance the menu.  The decor they elected to go with is exceptional, and the chef has totally nailed the menu.  Our kids actually now exclaim they want to go there rather than get a lead coated toy in a box with grease and filler.

It is no different in retail.  You service someone right, and provide them the right fit, you then have a raving fan.  These fans have friends…

However, as mentioned, the landscape has changed.  Folks are willing to go online and secure goods that are brought to them via UPS.  They perceive it more convenient even though they are paying (in most cases) a ticket price higher than found on a local retailer’s floor.  Why?

1) They did not find a local retailer when they searched online

2) They found a local retailer, however the retailer’s web presence was so archaic and non-female friendly that they bounced (terms for a consumer who looks at a site and immediately leaves)

3) There was nothing enticing anywhere relative to that retailer and the service they provide.

Times have changed, and those retailers who want to gain back their market share will do something about it.

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