What are the buying behaviors and habits of a brick-and-mortar customer?
How is my brick-and-mortar shopper different than my online shopper?
What is the goal of my shopper?
Understanding these questions allows marketers to answer the next question
— “What actions can we take?”
The benefits of determining shopper needs
As stated previously, there are numerous benefits to determining shopper needs:
- Opportunity to enhance the customer journey and optimize marketing interactions.
- Develop relationships with your customer and nurture them through the customer journey.
- More effective creative and media.
- Improved strategy and planning with shopper insights.
Enhancing the customer journey and understanding your brick-and-mortar shopper needs is a step toward a better understanding of your customer and, therefore, better customer experience.
The research and development process becomes easier to identify the needs of the buyer. After taking a good look at what it takes to succeed in your sector, you will have a better idea of what might be missing from your buyer journey, your product offering or your marketing strategy.
Amenities, when modeled for a brick-and-mortar shopper, are no longer benefits but instead steps in the journey that work together to ensure the experience is engaging. Amenities that “overtake” the journey and lead to action are what marketers should focus on. This definition of amenities is not limited to user experience or customer experience but applies to an understanding of what a shopper wants when they decide to do business with you.
If amenities are what drive customer satisfaction, what must you do to create the consumer amenities desired by your customers?
How do I use the research and development process to establish a personal connection with my customers?
Which insights are important to me and how do I leverage them?
If we apply the “What are the needs” method to your company, and to your product or service offering, you will begin to see that your customers do not just want what you have, but also want a sense of fulfillment, trust, and value. Using the five questions as a basis for your research and development processes, can help you uncover what your customers want and improve your bottom line.
There are three types of stores.
- 1. High traffic stores, such as clothing stores, department stores, etc.
- 2. Low traffic stores, such as specialty stores, boutiques, etc.
- 3. Non-store based shopping, such as online shopping, catalog shopping, etc.
If you are trying to determine what type of store to put your brand in, you must look at the demographics of the target audience. The target audience should be the same type of people that would go to the type of store that you want to put your brand in.
For instance, if you want to put your brand in a clothing store, you will need to find the demographics of the people that would go to a clothing store. The demographics of the people that would go to a clothing store are going to be the same as the demographics of the people that would go to the type of store that you want to put your brand in.
If you want to put your brand in a clothing store, you are going to have to know what the demographics of the people that would go to a clothing store are.
I would also advise that you look at the demographics of the stores that you have already been in.
Be curious what the typical brick-and-mortar shopper looks like. Are they a shopper that is more likely to be a younger male?
Are they more likely to be a middle-aged female? You should also know the types of stores that they frequent. You are trying to determine the best type of store to put your brand in.
For instance, you have a men’s lifestyle brand, and I would like to know what stores your target audience frequents. You would like to put your brand in a store that would have the best opportunity for your brand.
Thanks for Reading, I hope you found it useful.
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