Who is the new consumer?
Today’s consumer is playing on a new field. Their own. Thanks to advances in communication technology the concept of the classic customer has been crushed. The modern merchandising game plan needs to adapt to a new style of clientele that can be only be characterized by constant change. Prehistoric business tactics are now obsolete. Those who want their businesses to ride out the waves of change will need to understand the multitude of options presently available to their prospects.
What does omni-channel even mean?
Omni-Channel literally means all channels. This implies an expectation for a continuous brand experience across every channel available. If your customers are utilizing a new ‘channel’ then so should your business. But it doesn’t stop there. In fact, it barely even begins at this point. Once you have earned your buyer’s attention it becomes imperative to tune in to the behavior patterns of each space and create a fluid pathway that caters to the specific needs of each channel’s users while contributing to a consistent brand presence. This means that all of your information, offers and messaging needs to be consistent and harmonize in efforts toward achieving clearly defined business goals.
How do we meet their demands?
Fortunately, those of us with Brick N’ Mortar stores are at the forefront of the preferred shopping channels according to A.T. Kearney’s ongoing Omni-Channel Shopping Preferences study. That means that those of us with a physical store have a unique opportunity to close the deal. It also puts greater pressure on maximizing in store visit value. This is the point of contact where we can truly meet their demand by completing the buyer journey, closing a sale, and sending them back into the cycle. How is this done? By completing the omni-channel experience with consistent in-store messaging and creating a moment of irrefutable climax in each buyer’s story.
In-store messaging has endless potential with enough creative application
Continue the digital experience with signage that refers to the other channels. Think social contests, branded hash tags and deals specific to your followers. Then capitalize on these sparks of brand engagement with product references, upsells and impulse purchase opportunities. By utilizing a few well-placed Clip Strip® merchandising strips, anyone can quickly and efficiently maximize in-store visit value.
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