Chief Shopper: the most discerning customer of all
Previously I discussed the concept of the “Retail Theatre” and how in-store experience is now more important than ever before in the battle taking place on the High Street (and battle it can most definitely be likened to). Retailers are having to find new ways by which to engage us and not only at a superficial level but to gain our hearts and minds – our trust and emotional engagement so we – the ‘Chief Shopper’ keep returning again and again.
And what is the single most powerful way to achieve this customer loyalty? How can retailers ensure that we, in effect endorse their brand? More and more, in these austere times, shoppers are making a conscious decision of what is the best way to spend their hard earned income. Which retailers deserve their share of the wallet? What are the…
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