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Adweek has an interesting interview with retail strategist Laura Davis-Taylor in which she talks about “how technology is changing the shopper experience both online and off.

Some excerpts:

• “We have a new generation of shoppers because of technology. It’s changed the fundamentals of the marketing we were raised on: product, price, place and promotion. Consumers now have participation with brands and personalization; we no longer have those linear, traditional paths to purchase anymore. It’s based on who you are, the type of shopper you are, the technology you like, what’s going on at that moment of purchase. People now create a different shopping experience every time. They buy what they want, where they want, at the price they want—and it’s not just in stores, it’s across home, life and stores.”

• “As shoppers, we don’t see a difference between virtual and physical now that we have all this technology in our hands. We have really good experiences shopping online because we’re able to pick something and immediately get information which is often curated just for us. What we need to do to blend the physical and digital is to create an experience across all channels that’s equally good, equally curated. The No. 1 thing is how do you make it easier for people and frankly the expectations are higher when you have an awesome experience buying something at 1 a.m. on mobile or have someone send an email that has the perfect jeans for you. People want more, they want to have it made easier for them and they want to love the experience wherever it happens.”

• “You have to find a reason for people to break away from focus on price. There are certain products that have found really great ways to do it. Think about an ecologically sensitive brand—people aren’t shopping for price there because it represents something bigger. The packaging may be really cool, there’s something about it that makes you love having it on your counter ... We need to give people a reason to believe in the brand and continue to buy it and love it. We have to be so close to the insight process that will make people irrationally love that brand so it’s not about how am I going to get it cheaper?”
KC's View:
All so true.

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