LR: Ruth Clement, Alison Barham, Caio Camargo, Bryan Roberts behind screen!
At the RDE Shopper Conference, part of the RDE Show, our Retail Insights Manager Alison Barham participated in one of the speaker panels along with Caio Camargo, Director & Partner at GS&UP from Brazil and Bryan Roberts, Global Insights Director at TCC Global, with Ruth Clement from Full Steam Consulting acting as the moderator.
The aim was to share their joint experience, knowledge, opinions and insights into:
- Incorporating the key shopper learnings and insights into design
- Providing a competitive advantage in store
- Building customer loyalty and driving sales
They discussed how it’s impossible to put consumers into a convenient ‘box’, as shoppers are not a homogenous entity. There is a wide spectrum of motivations, shopping missions, occasions and behaviours (all under the ‘insights’ umbrella) that need to be recognised and understood as part of any design and manufacturing process.
With each brand vying for attention in the retail environment, all the speakers gave some top line pointers on how to stand out from the crowd, whether this is the use of technology, multi-sensory aspects of displays or ensuring the brand’s authenticity shines through. As regards encouraging customer loyalty, all the speakers agreed, human interaction is extremely important; with great service in store being the key driver and point of difference from on-line.