First, “Brand ambassadors” may be the single most important thing retailers and manufacturers can do to ensure a shopping experience that converts shoppers into customers. But they act in the form of high-quality, well-trained people work as in-store faces. Currently Quality personnel are critical issue. In a majority of markets, samplers are supplied by small, local employment agencies that have signed contracts to provide in-store labor
and only have access to a limited talent pool that may not meet the marketing objectives. One of the most effective promotional tactics available there is discontinued promos because of a lack of access to personnel who are qualified to execute the programs.

With quality “brand ambassadors” in the store, retailers and manufactures are well-positioned to work together to gain the kind of understanding that’s essential to top-notch consumer relationships. So, third is the proper follow up. In-store personnel not only make a shopper
The type of on-site research is so valuable because it concentrates on those shoppers who are actually in the store, as opposed to other types of surveys
that might include those who have never set foot inside your store. A program through which the retailer actively surveys
shopper opinions would provide tremendous competitive advantage. While most supermarkets have frequent shopper databases
, relatively few include email address as part of their data set. Retailers have a tremendous opportunity to learn more about their best customers by offering the opportunity to opt in to an email list. The opportunity to survey email list
members is especially valuable. The ability to stay in touch with consumers is critical in a way that what they like and don’t like about their favorite store would provide business a significant competitive advantage.
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