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X marks the spot
Marketers are increasingly interested in what is called the 'in-store experience', how their products are displayed and appear to shoppers. According to The New York Times (registration needed) Saatchi & Saatchi in New York, part of the Publicis Groupe, is forming a division in Springdale, Ark., called Saatchi & Saatchi X, to help these marketers.
Accenture already saw opportunities in this context: - Household assistant. Grocers can ease consumers' everyday burdens and integrate themselves into the household management with some advice and assistance. - High involvement. Courses and demonstrations around items in the fresh-food section could be provided, for example. - Community member. A sense of fulfilment in a social context can be provided to customers when the stores undertake activities that make them an integral part of public life. - Local market. Creating a market will demonstrate the grocer's commitment to providing fresh, healthy goods and assure buyers of quality. It also provides another form of social interaction, creates more loyalty to the store and makes the experience more enjoyable for customers. - Operational effectiveness. Before grocers can assume the roles in the areas described above, they first need to get the basics right and gain consumers' confidence and trust. Without it, none of the value-added benefits would matter. If you are more into gadgets to get up-to-the-minute information on customers and their buying preferences delivered right to your fingertips, you may try a fancy mobile device. Or just ask for your customers' satisfation. |
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posted by BlogFonk: Wednesday, June 02, 2004 [#] Erms Suripatty