E-commerce has become an increasingly crowded market space with competition a click away.
What worked five years ago simply doesn’t work anymore because consumer expectations evolved during the Pandemic. Thousands of great opportunities to improve the customer experience surfaced during the lockdowns and while opportunities are plentiful, it has never been more important to know your target customers to validate new opportunities for engagement.
Missing the signals of customer trends has taken down many retail giants…
- Fotomat booths were almost as plentiful as Blockbuster stores “back in the day.”
- How many newspaper and magazine companies kept raising rates on printed products rather than inviting robust digital interaction?
- K-mart (need I say more).
The wheel has already been invented, so instead of trying to invent a competitor, let’s re-invent the brand we have to better serve our customers.
As business owners, so many of us work IN the business, instead of working ON the business and it’s easy to miss the changing trends. When was the last time you took a critical eye to your core customer definition and competitive positioning?
Beware the fad market trends, the proverbial Snake Oil, and the wannabees, and focus on creating a robust and engaging brand that not only listens to but also responds to your customers’ evolving needs.
At the end of the day, what the customer “needs” is somewhat predictable, but what the customer “wants” is where the magic happens, and lifetime value is built!
Is it time to have a look at your brand’s current positioning and messaging strategy to enhance and refine the emotional connection with your prospects and customers?
