I thought these statements from the Consumer Journey report by Kantor WorldPanel reinforce the message that we have been telling our clients:
"improving the shopper experience is the new battleground for retailers and it has the potential to make a big difference. In fact, it is just as important a lever in the marketing mix as price and promotion."
"Understanding the shopper experience can be challenging. It is a movable feast. However, by following the shopper journey at a category level, retailers can begin to make small but precise changes that will positively affect the bottom line and increase the likelihood people will return to the same store in future."
"The focus needs to be on how retailers can overcome specific category challenges such as these to ensure shoppers get as much enjoyment as possible out of the 16 days they spend in store each year."
Our advice is that companies wanting to improve the consumer journey should start by making sure that all of the touchpoints are age-friendly. If you want to find out how to do that then have a look at this video.
Image via flickr