Home' National Liquor News : NLN FEB 2016 Contents 52 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
Carving out and protecting my identity, being free to be my own person.
This one is all about knowing your customer and tailoring offers
and recommendations to their needs, based on what you know about
them (and what they’ve been willing to share with you). Customers
increasingly expect you to know what they like and recommend
appropriate things, rather than spam them with general offers. Coles and
Woolworths, for example, are improving at this with their weekly emails
about which products you buy that are on special this week.
Futurebuy tells us that while shoppers are becoming less loyal to
retailers and brands (and ‘loyalty’ programs reward rational transactions
rather than generate emotional loyalty), they increasingly say they would
be more loyal to a brand/retailer that lets them give input or help shape
the products and services they buy. This means not just getting feedback
from your customers, but actively getting them to design products and
services with you. It’s called co-creation.
Target Australia’s new store ‘Style Me’ fashion consulting service
is a step in this direction. American retailer Tory Burch provides staff
with client ‘iBooks’ that show purchase history in order to tailor
recommendations based on previous purchase history – the in-store
version of Amazon’s ‘we think you’ll also like...’. The average order for
these client iBook customers is 62 per cent higher than the typical Tory
‘Less is more’ for some, but many just want to bring a little order to their
cluttered lives. In our world, where the average attention span is eight
seconds (one second less than that of a goldfish),
four in 10 ConsumerLife participants said that innovation means an
easier way of doing something, and 27 per cent say it means simplifying
something that is too complex. A whopping 71 per cent say that
technology makes their life easier.
What shoppers are after here is one-click and one-tap everything. For
example, you’ve got their details on file and they can hit a ‘buy now’
button and that’s it. No multiple screens and no time-wasting running
around different stores. This is why mobile devices are primarily used in
shopping for item and store locations, availability and pricing. ‘Who’s got
it, at how much, is it in stock and how close are they to me?’
From an in-store point of view streamlined translates as easy store
and shelf navigation and layouts, and streamlined range (reduced
RESEARCH & INSIGHTS
ABOUT NORRELLE GOLDRING & GFK
Norrelle Goldring is head of shopper insight
and retail strategy at global consumer
research and retail datahouse GfK. She
has 20 years’ experience in retail across
manufacturer, retailer and agency roles with
companies ranging from Diageo to Coca-Cola
to Vodafone Stores. Norrelle helps improve
shopping experiences by understanding how
and why people buy things. Call Norrelle on 0437 335 686 or email
As well as transparency, this trend is about authenticity, heritage,
provenance and trust. In some ways it’s linked to ‘safe and secure’,
but it’s also about how you tell your story and proof that you act with
integrity. Whole Foods in the USA does a great job with this, particularly
provenance – using and promoting local suppliers. A number of retailers
here, ranging from Woolworths and Coles to Grill’d, are tapping into the
community aspects of this trend, with shopper-chosen donations to local
charities and larger charity programs.
The recent Volkswagen emissions control fiasco is an example of
what not to do with considered consumption. Likewise retailers and
manufacturers who use suppliers who underpay staff, or workers in
slavery or slave-wage conditions. It’s not just the mass media who will
find out, it is individuals who will spread the word via social media.
Remember, we are all influencers now.
The message here is retailers need to do the right thing. Every day. Not
to boast about it, but because it’s shopper expectation.
Be relevant, be flexible, be where your shoppers are, provide an
experience and third party opinions, and get to know your shoppers and
their needs and preferences on a one-on-one level. Simplicity and an easy
in-store experience are table stakes, not differentiators.
Different retailers and manufacturers are tapping into different trends
well, but I hope the above has given you a flavour, and hopefully some
ideas, for how you might improve your retailing in 2016.
“Shoppers are more interested
in reading what Jane Smith
from Brighton or John Jones
from Epping had to say about
a wine than what the brand or
the retailer said about it. And if
you can localise the customer
reviews to shoppers from
your own store by asking your
shoppers for their reviews of
products, so much the better.”
Links Archive NLN MAR 2016 Navigation Previous Page Next Page