Shopping - why we love it and how retailers can create the ULTIMATE CUSTOMER EXPERIENCE
This is Pamela Danziger’s latest book and well worth reading. She writes about the luxury market, backed by the research of Unity Marketing. Her findings from a survey of 1248 upper-income shoppers and focus groups interweave with stories about real stores that "pop". It provides encouragement for the small independent retailer who can innovate quickly and reinforces much of what many of us already do.
Ms Danziger concludes that "The future for retailers is to transform the retail experience to focus on the shopper, what they want and desire in the shopping experience…being personable and personal with the shopper…to place them first in the design and operations of your retail store."
She cautions that "If you are a person who likes the things that you are selling more than the people you are selling it to or with, then your retail enterprise is headed for disaster."
One store with great merchandise she found to be a total disappointment because "there was no excitement, no energy, no electricity…it had no soul---that hard-to-define, comes-from-within quality that is uniquely human, electrifying and contagious".
Retailers of American craft can gain insight about creating an atmosphere that is fun, engaging and delightful for our customer to make our shops "word-of-mouth-worthy".
We have the ability to offer that extra piece of knowledge, create in-store events, connect with our community and hire extroverting/feeling individuals. It is the human person to person interaction as well as the ability to use all 5 senses in our brick and mortar stores that can create loyal customers. "The retailer needs to think about his or her job as being host or hostess for a new and wonderfully fun party every day and plan accordingly."
Some of the shops and chain stores described in this book will be familiar, (Nordstrom, Target, Barnes & Noble) but the author does a good job articulating which qualities make them a destination. You will want to visit some of the independents. She moves beyond competition based on price or internet to focus instead on how to become an exceptional retailer providing a memorable experience.
As CRAFT moves forward in marketing/branding ourselves, we would do well to consider the experience we provide as well as the product.
For more information follow this link
http://www.whypeoplebuy.com/cms/Home_Page/Pams_Books/Shopping.php To order online
http://www.powells.com/biblio/2-9781419536366-0
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25-Apr-11