“The next frontier of retail will have shopper demands and desires be foreseen, processed and fulfilled before they are articulated or even consciously realized,” says Gaurav Sharma. “The creation of unique experiences represents a chance for retailers to achieve true, meaningful engagement with their consumers.”
Excerpts from Inside Retail’s article:
“Between the brand and consumer, the latter now has more influence over the other. The growth of online shopping means the challenge for retailers to surprise and delight is getting harder, and thanks to technology, consumers are more informed and more in control at every stage of the purchase process. They are more aware of what they want and don’t want, and their attention span depends on how well you can teach, entertain or guide them at every given moment they interact with your brand.
Consumer loyalty and advocacy is won and lost through the quality of experiences that retailers can provide. Whether your consumer comes to you to be inspired, be motivated to do good, alleviate frustrations, fulfil desires or solve a problem, retailers now need to create and invest in experiences to retain their customers.
There are four main types of in-store experiences:
By committing to helping consumers achieve what they want to achieve, retailers will ensure their relevance over a greater period of time.”
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