The Shell Game With Consumers
Most of us have seen the guessing game where the operator puts a pea under one of three shells and, then, rapidly repositions the shells multiple times before, then, asking under which shell the pea resides at the end of all the shuffling. In a way, we—as consumers—put our retailers through a similar guessing game as they monitor our often fickle behavior and try to glean some deeper understanding of what we want and what we consider important.
The good news is that the guessing is over. Courtesy of a survey of 1,200 U.S. males and females evenly distributed across six age groups from 13-60+, we now know what Retail capabilities consumers consider most important for inclining them to recommend a particular retailer to other consumers. We know which phases of the brand experience (pre-purchase, purchase, or post-purchase) are most important for strengthening their relationship with your brand. We know how they would prefer you to market to them. We know how they’d most like to use their mobile smart devices with you. We know how they’d most like to interact with you via social networks. And, we know how those preferences differ from one age group to another.
The good news is that now you can know these things, too. Simply join us in our Big !deas Session at NRF 2013 on Tuesday, January 15, 1:15-2:15 p.m. EST [Room 3D05 EXPO Hall, Level 3]. There, we’ll be unveiling the results of our Smarter Commerce Consumer Advocacy Study and discussing those findings with panelists made up of some of the most successful retailers in the industry. Hear how consumer preferences have evolved. And, get a glimpse into the expectations of the next generation of consumers. In a world where consumers trust recommendations from other consumers seven times more than they trust recommendations from a retailer, these insights have never been more important.
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