Black Friday, Cyber Monday and Empty-Wallet Wednesday: A Tale of Two Shoppers
As for me, if I never set foot in a mall or retail store again, I’ll be happy. And even when I do go retail, I go with a goal in mind — find it, buy it and get out before some overzealous clerk sprays me with cologne!
Instead, I’ll spend time in the other marketing channels. I’ll shop catalog and Internet, and if I have questions, I’ll pick up a phone and call a toll-free number to clarify. The only exception I may make is for an item-return. To return an item, I may actually drop it off at a retail store, rather than send it back via the mail. I find this easier somehow.
And NO, this isn’t a sexist thing — as in man vs. woman. It’s purely about preference. Some people desire the tactile experience of seeing, feeling and touching. Some don’t. In my younger days, I actually enjoyed the mall shopping experience, but now I don’t. Simple as that.
Points to consider
So why am I telling you this? There’s a moral to my story and it’s quite simple. Know your customers and their shopping patterns. Satisfy their needs in any channel they choose. Also know that shopping preferences change over time. Today’s retail customer may be tomorrow’s Internet shopper and vice versa.
Speak to you next week.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert , or you can e-mail him at firstname.lastname@example.org.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.