The best brands think like a consumer. That is, according to a study by SAP, Siegel+Gale, and Shift Thinking. When it comes to critical decision making, the most successful brands don’t think about the buyer—they think about the user. They position their business model in the perspective of their consumers, focusing on how they can provide the most personalized experience. Here’s what brands are doing to think like a consumer, according to Fast Company:
They utilize brick-and-mortar: The retail apocalypse may be in full effect, but that doesn’t mean you can’t use brick-and-mortar to your advantage. Brands such as M.Gemi want every customer to feel like a VIP. Though most of the purchasing for this Italian shoe store is done online, they give each customer the full pampering treatment, complete with champagne. Once you pick a shoe and color that you like, you can either save your order online for later purchasing, or have it shipped directly to your door.
They’re strategic with pop-ups: If done correctly, pop-ups can be a very effective marketing tool. With a temporary space, a pop-up offers the opportunity to show a brand’s creative side. They also provide a sense of elitism—most pop-ups include exclusive products, services, or celebrity collaborations. Japanese retailer Muji demonstrated the effectiveness of this with their pop-up apartment in London, to introduce a new home and clothing line.
They employ technology where it’s needed: Interiors brand IKEA has stores all over the world. Now, they’re making the shopping process even easier by using augmented reality to visualize how a piece would look before you invest in it. Using the IKEA place app, you can view furniture in your home without leaving the store.
Like IKEA, Amazon and Google have taken advantage of technology in retail. By teaming up with retailers such as Target, the companies have employed voice assistants to help with the shopping experience.
For more information, check out Fast Company.
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