Neither Pushed nor Pulled, Shoppers Now Pick What They Please

•  
  robertgordman09/17/08 Report as spam
  1

  RE: Neither Pushed nor Pulled, Shoppers Now Pick What They Please

  All the advice about creating a ???pick??? strategy won't help retailers if they don't offer consumers what they want. And the companies you mentioned, Ikea, H&M, Trader Joe???s, and the Apple Store all offer a superior selection of merchandise to their Core Customers. In the 2007 National Shopping Behavior Study conducted by The Gordman Group and sponsored by KPMG, "selection" induced customers to spend more in a specific store. In fact, 45% of all consumers in the study said that selection caused them to spend more. When consumers reported spending less in a specific store, lack of selection was the reason 40% of the time. This is a word of warning to retailers to not become enamored with every new age marketing strategy. They need to remember that they are sellers of merchandise. And if they stop offering their Core Customers the merchandise they want, no amount of new age marketing strategy can save them.

•  
  ushali09/18/08 Reported as spam
  2

  Message has been deleted.

•  
  PhilDarb09/18/08 Report as spam
  3

  RE: Neither Pushed nor Pulled, Shoppers Now Pick What They Please

  I'm with Robert on this and I don't agree that
  the Internet is a sensory deprived environment
  either.
  
  We buy from the retailer who's community makes
  us feel most comfortable. That means that
  which most accurately reflects our values and opinions. One manifestation of this is that
  they stock the products we want. Its all part
  of the package and if we are comfortable we
  stick around longer, buy more, come back again.
  
  The Internet is no different in principle. We
  look for the same comfort there, but because
  its an environment with different (not limited)
  dimensions those that it offers (sound and
  vision) have to work harder and/or differently
  to create the environment - convey quality,
  attitude, beliefs, standards, as well present
  the selection.
  
  An Internet retailer scores in some areas such
  as in being able to present the illusion of
  stock without actually having to invest in it
  or transport it to multiple outlets. However,
  pickers go to retail outlets and shoppers use
  the Internet. its not just about habits its
  also about the need of the moment so its a case
  of swings and roundabouts once good people are
  running both.