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Catalogue Exchange
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Being okay is not okay.
You must be remarkable
his is the fi rst Christmas where I am not up The world recession has led to the rise of the Savvy
T
to my neck in last-minute peak planning and Shopper. Research has identifi ed that three-quarters of
hands-on trading. Ah, the delights of consultancy! female shoppers say that the economic downturn has
Instead, I am in refl ective mood, looking in on an fundamentally changed their attitudes to shopping.
industry that is getting ready for what should be The Savvy Shopper is resetting her values; the badge of
the highlight of the trading year and that needs to frugality is often worn as a badge of honour. Inconspicuous
start thinking about the diffi cult challenges still ahead. consumption is the order of the day.
For those multichannel retailers that have survived one Of course, shoppers haven’t stopped shopping; they’re
of the worst recessions in modern history, and despite the just making different choices to fi t with the changing and
national postal strikes, looming personal and sales tax diffi cult times. But how will you appeal to and empower this
increases, a general election before June, and rising generation of Savvy Shoppers? I have a few suggestions:
unemployment, I detect a quiet air of confi dence 1) Listen like never before. Make sure you truly understand
amongst those who understand it’s really all about your customers’ new shopping behaviours and habits
the survival of the fi ttest. across channels
Many catalogue businesses have had a 2) Put “searchandising” to the foreground. And I don’t mean
reasonable year—better than some had just online; there are valuable lessons to be learnt in-store
dared to hope for. These strong survivors are from online search and merchandising techniques.
getting better at most things: moving with 3) Look beyond traffi c. Focus on higher conversion rates
the times, remaining focused, keeping their and multibuys to increase the average basket size, and
costs under tight control, taking time to understand where your most profi table customers come
reassess their organisations, and continually from.
reinventing and differentiating themselves 4) Facilitate trade-in and trade-down, not just upsells and
with greater product, keener prices, and cross-sells.
(much) better than average customer 5) Reward the Savvy Shopper’s loyalty. By helping her you
service. help yourself.
I believe that the key to success in 6) Deliver world-class multichannel and cross-platform
2010 and beyond, in a world full of consistency.
too many “me too” products and 7) Recognise the Savvy Shopper and her family. They could
services, is differentiation and world- be your best ambassadors—or your worst nightmare.
class customer service executed
consistently to the highest standards None of these suggestions will work in isolation. All must
across multiple channels. As Seth be made to work together. And of course you need to
Godin so famously said, “Being consistently deliver remarkable products and service.
okay is not okay. You must be I’ve spoken many times about the merging of etail and
remarkable.” multichannel retailing, about social networking, mobile
Are you remarkable? Do commerce, and media sites joining the mix. Well, it’s right
you clearly understand how here, right now.
the recession has affected I wish you all a very Happy Christmas and a prosperous
your existing and potential 2010!
customers? Is your product
offer clearly differentiated,
Alison Lancaster is chair of Catalogue
and do you deliver a world-
class customer experience
Exchange and a multichannel retail and
By Alison Lancaster
across all your channels? marketing consultant.
26
Catalogue e-business www.catalog-biz.com
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