The January sales period always leaves a lot to be desired in terms of how marketers attract consumers.
You see all the standard smutty sales tactics out in force and, while these tactics may be mildly successful, they work on the premise that marketers think they are a lot smarter than the average consumer. And they’re not.
Gone are the days of loss-leading to attract people into a store for the purposes of cross-selling. Gone are the days of ending prices in 99c or $399. Gone are the days of fear selling to close people on your shop floor and to make them feel like leaving the store will mean they miss out on the deal. The world has caught on to these tactics and consumers are a lot smarter than some retailers make them out to be.
Here are the days of genuine value, honest commercial relationships and great experiences. Here are the days where we are happy to see a customer come and go as many times as they like – whether they buy from us or not. Here are the days of lifetime value and building genuine long-term relationships. Here are the days of not measuring customers per visit but measuring them on satisfaction and the quality of their experience. Here are the days of creating a shopping experience that will get the consumer talking. Here are the days of transparent retailing, and appreciating that the consumer is wise.
There has been a power shift from the marketer to the consumer, and the consumer now has the ability to shop when they want, where they want, and to buy products for fair value. The retail experience now needs to be sharp, and marketers need to be truthful.
I look forward to a bright and transparent 2013.