The Tribune

By D’Arcy Rahming

I confess; I’m not a shopper. My mum will go into a store for hours, try on different things, come back to the same store, etc. Outside of a book store, you will rarely find me exhibiting that kind of behaviour. I go in, get what I need and get out, like I’m doing a strike on Bin Laden.

I am also one of those people who is not price sensitive. I have a budget to buy something and that is it. Economic times and children in university have really made me make sure that budget is not exceeded. But if I put money aside to spend for a particular purpose, I won’t shop around.

From my experience in marketing, I am an odd ball. I guess that is what makes my marketing systems effective because I am not emotionally attached to being correct. I am emotionally attached to winning and that’s it. My opinions of what shoppers do are based on research, observation and measurable testing, that is all. And one thing that has been revealed to me by my crystal ball gazing is that the 2012 consumer has more alternatives than ever before, making it increasingly difficult for retailers and marketers.

In fact, people are looking up things on Google, even going into the store and scanning bar codes, to get more product information. So what is happening is that the physical store is becoming the market maker. The shopper is going in to the store, touching, feeling and sizing the products on the shelves, then making a decision to purchase somewhere else because she can get a better price.

It sure is not fair. But it is what it is. The question is: How do you combat it, this Christmas season? My suggestion is you add value to all of your products that can not be found anywhere else. Value added can take on many different areas. For example, if a toy requires assembly, have someone assemble the toys. If you can add a guarantee or warranty for repair to the product, add that. Even allow exchanges beyond what would normally be understood in an industry.

Use your imagination. For example, if you are selling superhero toys, have the children meet Batman or Wonder Woman. If the toys are tied into a movie, give some movie tickets with each purchase.

Have an in-store fashion consultant give free advice if you are selling clothing, so persons will get an idea of what goes with the dress, shoes and make-up they are buying. All of these make a customer’s shopping experience unique and beyond the “May I help you?” that you normally get this time of year.

NB: D’Arcy Rahming holds a Masters of Management from Kellogg Graduate School of Management at Northwestern University.

A lecturer at the College of the Bahamas, Mr Rahming has clients in the general insurance, retail, the health and medical fields, sports federations and financial services.

To receive his marketing newsletter FREE go to http://DArcyRahming.com or contact him directly at darcyrahmingsr@gmail.com