Shoppers to activists: Five steps to re-invigorate retail consumers

Type: White Paper

For decades, retail marketing has passively been putting the cart before the horse. Hoping our customers will regularly and routinely fill up their shopping baskets – or maybe even their eco-friendly satchels – with an array of our wares is now prompting blank stares. It’s high time that we as retail marketers take leadership in driving a new communications paradigm marked by two-way communication and a call to activism. For years, it’s been all about positioning: On which aisle and shelf will the product live? How will we keep our stores top of mind with key demographic groups?

In the new landscape of consumer engagement marketing, we need to step beyond the 30-second spots, circular and POP. We need to encourage a new form of brand activism by getting customers involved at every step along a parallel journey. There are five steps you can take to advance the relationship with the people who pay you to stay in business; and the results will deliver rewards for both you and your customers. Many companies are succeeding with products, protocols and processes that showcase a participatory exchange between the traditional "seller" and "buyer." Today’s customers crave and expect this seat at the table. These initiatives, properly sequenced and accurately communicated within an integrated marketing program, will transform modern customers from shoppers to activists and your relationship to a lasting one. So get prepared to sample, show value, stimulate conversations, provide engagement and present a call to activism.