Retailer Trends - Overlap, Consultores en Marketing y Formación

A few days ago we talked about the importance of knowing to manage generational differences to be able to increase sales in the retail world. We discuss this trend and talk about a new growing path: the purchase through social networks.

In this post, we go into two other trends:

Trend 3: Brands redoubling their efforts in positioning Corporate Social Responsibility
Trend 4: The incentive buying model has ceased to be effective

Trend 3: Brands redoubling their efforts in positioning Corporate Social Responsibility (CSR)

Consumers have a tendency towards those retailers that invest in CSR (up to 87% of consumers expressed taking into account CSR elements in their buying decisions). (Source: Cone Communications and Echo Research)

Many retailers are launching initiatives linked to CSR, such as anti-Photoshop protocols in fashion chains on what “normal” sizes are, donation purchases (“a pair of glasses for the needy”), % of purchases to food banks, etc.

How to drive a purchase decision with CSR aspects? Making customers feel they are contributing to fair, global causes when buying. Customers want to know that the money they spend is not just going into someone’s pocket or stock contributions, but that there is a contribution to the community.

Some of our solutions that impact this trend:

Linking CSR Management with Marketing
Customer surveys on the allocation of their expenses (Where would you like your money to go?)
Communication elements at the POS
Communication of CSR program results

Trend 4: The incentive buying model has ceased to be effective
The enrichment and personalization of the “shopping journey” will not be limited to customized recommendations on the offer and product. The retailers have to find ways to make the buying experience something unique and memorable, and have to focus on achieving this excellent experience.

When talking about rewards programs, keep in mind that the model to accumulate points for purchases has been exhausted. This system does not interest the customer, as well as the way to use these points.

So, retailers will have to employ greater efforts to imagine and develop systems to incentivize the consumer. Instead of accumulating points for purchases, loyalty programs will reward consumers for their connection and use of the brand.

The success of loyalty programs will come in the form of customized advantages to each consumer. Consumer studies show that customers expect more personalized offers and services beyond a catalog as a prize for their participation in loyalty programs.

Some of our solutions that impact this trend:

Micro-segmentation of customers
Possibility to create “a la carte” loyalty programs for each consumer
Use of social media to identify and reward the frequent, regular, and usual consumer depending on their habits

Follow the 12 sales trends and solutions in the Retail industry week by week on our blog!