Offering a compelling omnichannel experience used to be the bleeding edge of retail. Now it’s perceived as a requirement for survival - or is it?

Brand marketing when done in the right way creates 'want' in the consumers mind above 'need', this in turn creates the opportunity increase the perception of value which can lead to a better margin and more loyal customer.

If you're a product led company (many retailers still are) e.g. you develop/find the product and then you involve marketing in order to 'promote it' with fingers crossed. 

This was how it's been done for several decades and if this is the way things are still being done I strongly suggest you learn how to become a 'consumer' led company pretty quickly.

Younger buyers are the most enthusiastic about new ways of shopping. Most Gen Z consumers don’t even think in terms of traditional channel boundaries, and they increasingly evaluate brands and retailers on the seamlessness of their experience.

But before retailers rush to expand their omnichannel capabilities, they need to step back and consider the underlying drivers of value for their specific business.

As a retail guy I'm constantly obsessed with the emotional rationale that influences us to buy from one company over another.

'Consumer hedonomics' which is a bit of fluffy marketing research jargon is a key pillar in my growth and transformation strategy process I use to help businesses become internally aligned on their 'Why'. 

"Internally confused companies inevitably create externally confused customers" - who go elsewhere!

In simple terms it is used to help us better understand what people like/dislike about a company or brand, more often than not it comes down to what they experience along with trending behavioural changes that end determining why they prefer our company over a competitor and if used in the right way can help to guide us to help fix it. 

It's a process that helps us to better understand internal and external behaviours that impact growth and transformation.

It's something I have consistently utilised with amazing success for over 15+ years.

Omnichannel excellence requires a laser-like focus on value creation. Leaders in the field take a hard look at their strategic and customer priorities and decide who they want to be from an omnichannel perspective.

Being 'omni-channel' is different than being 'omni-present' because being 'omni-channel' internally implies these are consumer 'transaction' channels.

Whereas being 'omnipresent' has more to do with branding awareness aligned to the consumers you are wanting to draw into your brand and experience, which is why today it's vital that retailers look to better understand the social media landscape and develop a content and consumer led media mindset. 

For retail brands that get this right the prize is immense, and if they truly understand the value of a 'social strategy' will also start to see revenue growth and cost reduction.

So brands that better understand the power of consumer hedonics are more likely to better align themselves and the external messaging with consumer than those that don't.

Consumer hedonomics is how we describe the key drivers that can influence a consumer to spend money with you over a competitor. 

A brand/business that better understand the key drivers around consumer behaviour will inevitably win out over companies that don't. 

Brand marketing when done in the right way creates 'want' in the consumers mind above 'need', this in turn creates the opportunity increase the perception of value which can lead to a better margin and more loyal customer.

 Are you bold enough to look in the business mirror and commit to acting on what is reflected back at you?