shopping

Shopping has become a means of self expression.  As the retail industry continues to fragment and retail brands continue to proliferate, people now make statements to others — and to themselves — by where, when, and how they choose to shop.  I was surprised to discover, though, that the shopping-as-self-expression phenomenon originated back in the late 19th century.

Getting the customer experience right is becoming increasingly important as a way of gaining consumer trust and their business. This is something that applies as much to online as physical channels.

When interviewed for my book So You Want To Be Customer-Centric, Georges-Edouard Dias of L'Oréal pointed out the opportunity to truly improve the customer experience in many traditional supermarkets.  In his view: “Many stores today aren't really user-friendly. You need to drive there and park far away from the entrance. When you get inside, it's hard to find the information you're looking for. There are too many products to get a clear picture, and the staff aren't always much help either. Not to mention that even if you know exactly which product you want to buy, it may not be in stock.”

Guest Post by: Simon Phillips

Let’s face it, some of the purchases we make are just not as exciting as others. There are some products we just have to buy each week and we don’t really think about them too much unless we run out. By virtue that they are so commonplace that in some cases they are true commodities.

Had a chance to sit down with Bob Phibbs and Marge Laney during the NRF Big Show to talk about what I saw happening at retail. During this session, one of the things I talk about is: