Jerry Gelsomino

Insights at the Speed of Shoppers' Lives

June 30, 2010

FROM RETAILWIRE:
Listening to professionals in the area of shopper insights and marketing, it's easy for the uninitiated to get the impression that we've entered something of a Wild West era when it comes to bringing order to the information chaos that surrounds us. How much of a competitive advantage would retailers have with the type of timely delivery of deep consumer insights?      [more...]

The answer is definitely "yes" but how do you get it? The consumer is ready to jump from product to product, store to store, just to fill an immediate need.

On the other hand, 'experts' are coming to conclusions too fast just to have a product or service to sell. The bookshelves are filled with so-called solutions to branding and marketing challenges which are either out of date or basically saying the same thing in another way: "Satisfy the customer in everything you do and stick to doing the best you can in your core business."