And now consumers have the same expectations for the offline world. In addition, the Internet, as it becomes increasingly mainstream, has, in effect, put shoppers on steroids. And consumers are becoming even more adept at filtering out marketing messages.
Brand loyalty is fragile and privacy concerns are daunting, be it online or offline.
Retailers must be prepared to innovate in ways that develop and nurture customer relationships. They need to use databases and other technological tools to learn from consumers as much as to sell to them. It is through a better understanding of consumers, however, that retailers will gain the wisdom to use these technological tools most effectively. Expectations continue to soar in today's consumer-empowered marketplace. Borrow the best tools and strategies from the online world of convenience and accessibility to create an offline retail experience that exceeds everyone's expectations.