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Strategies to Delight and Retain the Changing Retail Consumer

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Factors Influencing Consumer Behaviour

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Retailing has undergone a huge transformation over the years. From Baby boomers to Gen X to Gen Y buyers, everyone has seen a change in buying behaviour, and the mass appeals, tastes and choices of these buyers are evolving every second, thanks to the global culture transformation.

What seems to work as a store format, a couple of years ago have seen paradigm shifts in terms of competition as newer non-store formats are constantly probing the retail consumer. Even according to Kotler’s Black Box Model, the environmental stimuli keeps influencing the buyer to probe into different products and look for different, unexpected value additions which would not only satisfy, but also delight the retail buyer and provide him with an experience.

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So what does the retail consumer do? He is suddenly bombarded with so many choices. A person wanting to shop, to enjoy the entire shopping experience would demand a little extra from the mall or store he shops from. On the other hand the consumer, who wants maximum value at least possible prices, would prefer a wider assortment of goods and a wide plethora of choices to suit his everyday needs.

A retail consumer may even want to sit back and relax at home and do all the shopping for the months groceries. A working professional does not have the time to buy a digital camera, so he orders it through the internet.

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Research shows that a retail consumer is willing to pay twenty five dollars extra, if he is extremely satisfied with the shopping experience. Hence retailing giants strive hard to give that extra delight to consumers by providing innovative yet delightful experiences to the consumers. For example, according to a research conducted by Calif-based regional mall REIT Macerich, to identify what attracts more consumers, the study showed that fountains can play an important role in increasing sales.

Fountains create an atmosphere which is attractive and invites more consumers to enjoy the entire experience of shopping. There is also a huge fountain outside Las Vegas Bellagio casino which is synchronized with musical tunes and attracts hundreds of shopper’s every day.

Most retailers now understand this, and are striving hard to create a complete ‘Shopping Destination’ by adding innovative features like these to create a differentiating factor among other retailers.

Factors Influencing Consumer Behaviour – 4 Tips

Additional tips to budding retailers as well as established retailing giants:

1. Consumer delight is everything. Focus on consumer by providing him with value products at a convenient and well designed retail store.
2. Mass customization is the way of the future. Organizations like Dell, Levis Strauss have showed an example of how effective it is to provide customized offerings to its consumers.
3. Focus on differentiating with other competitors by providing a complete shopping experience.
4. Use innovative techniques and store formats like pop-up retail, to target consumers who lead hectic lives and need an outlet for high-speed retail.

Retailing has been largely dominated by category killers like Wal-Mart, Home-Depot, Starbucks, however with changing consumer buying trends and using innovative retailing practices, small independent retailers can still survive in the marketplace, by differentiating their offerings and providing a unique experience to consumers.

Lawrence Gilbert shares more on Marketing Insight at his homepage:

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 A Brand New Language: Commercial Influences in Literature and Culture

A Brand New Language: Commercial Influences in Literature and Culture


Used – In the years since World War II, what began in the United States as a shift from a wartime to a peacetime economy soon led to a massive outpouring of new commerical offerings of consumer products and services accompanied by unprecedented efforts to market these commodities.

 A Small World

A Small World


Conceived in the 1960s, Walt Disney’s original plans for his Experimental Prototype Community of Tomorrow (EPCOT) outlined a utopian laboratory for domestic technology, where families would live, work, and play in an integrated environment. Like many of his contemporaries, Disney imagined homes that would attend to their inhabitants’ every need, and he regarded the home as a site of unending technological progress. This fixation on “space-age” technology, with its promise of domestic bliss, marked an important mid-twentieth-century shift in understandings of the American home. In A Small World, Davin Heckman considers how domestic technologies that free people to enjoy leisure time in the home have come to be understood as necessary parts of everyday life.Heckman’s narrative stretches from the early-twentieth-century introduction into the home of electric appliances and industrial time-management techniques, through the postwar advent of television and the space-age “house of tomorrow,” to the contemporary automated, networked “smart home.” He considers all these developments in relation to lifestyle and consumer narratives. Building on the tension between agency and control within the walls of homes designed to anticipate and fulfill desires, Heckman engages debates about lifestyle, posthumanism, and rights under the destabilizing influences of consumer technologies, and he considers the utopian and dystopian potential of new media forms. Heckman argues that the achievement of an environment completely attuned to its inhabitants’ specific wants and needs—what he calls the “Perfect Day”—institutionalizes everyday life as the ultimate consumer practice.

 Absolute Value

Absolute Value


Going against conventional wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix—for thinking about consumer decision making, which should help managers develop more effective marketing strategies.How people buy things has changed profoundly—yet the fundamental thinking about consumer decision making and marketing has not. Most marketers still believe that they can shape consumers’ perceptions and drive their behaviors. In this provocative book, Stanford professor Itamar Simonson and best-selling author Emanuel Rosen show why current mantras about branding and loyalty are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Contrary to what we frequently hear, consumers will (on average) make better choices and act more rationally.Absolute Value answers the pressing question of what influences customers in this new age. Simonson and Rosen identify the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides an entirely new way of thinking about marketing.

 Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information


Used – Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework–the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies.How people buy things has changed profoundly–yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and dri
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