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The retailers respond to the ever-changing customer behaviour
Posted by: cyeungs | November 16, 2011 | Leave a Comment
The retail industry has recognized that consumers no longer buy on impulse but rather they have been coined “mission shoppers”. These customers go to stores with all their research done and records “less visits to stores per trip (3 vs 5 before the recession)”.
For a short while, companies had turned its focuses into the online retailing market but now it recognizes the importance of training an efficient floor crew and strategic marketing methods. For example, many stores are renovating with new concepts such as Nike’s racetrack layout that is designed to encourage browsing. Furthermore, companies are improving customer service by “arming its floorwalkers with iPhones” which I think is a step towards direct operations as customers can access the catalogue more efficiently. Also, there are hints of product decentralization as retail stores are “grouping merchandise into lifestyle categories.”
I think that these changes not only increase customer satisfaction, but also employee job satisfaction. The organizational culture will improve as the companies make an effort to give employees better resources when their on the job. Finally, there is no doubt that businesses are demonstrating excellent market research with its innovative ideas and use of technology. They are doing a great job responding to the ever-changing customer behaviour.