Page 14 - Super Floral > January 2018
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// Trends //

                       IT’S THE NEW YEAR - AND TIME

                       TO SCRAP THE COMFORT ZONE!

                                                        Tip: Generate a full post-mortem  of must-have values that are hard
                         FIVE IMPORTANT RETAIL        category review of 2017, and be   to replicate online? What about
                         TRENDS THAT ARE              as precise as a surgeon in deciding   service? Personalized in-person
                         DEFINING TODAY’S             what organs need to be removed   service is a polarizing difference
                         CUSTOMERS AND THEIR          and what nips and tucks need to   between an online purchasing and
               SUPER FLORAL / JANUARY 2018
                         PURCHASING HABITS.           occur. A good category review   an interactive one. As floral shop
                                                      involves both retailer and suppliers   labor continues to be reduced, then
                         By Cindy Hanauer             in setting the goals and strategies   so is one of the greatest advantages
                                                      toward future growth. Do suppliers   in a brick-and-mortar store. Losing
                                                      feel as accountable as the retailer in  business to a worthy competitor
                          How is your business going to   overall relevance? If not, it’s time   is one thing; handing it to them
                         be defined in the new year? I think   to bring them in the loop and allow  is another.
                         it’s safe to say that retail has never   them to help fight the retail battle   3. Blurred Lines
                         undergone such a dramatic change   of total customer satisfaction. If   Customers don’t think in terms
                         as it did in 2017. And throughout   you wait until you have to change,   of purchasing channels, and we
                         this past year, we’ve also unveiled   you’ve waited too long.  shouldn’t either. Customers view
                         more information about what’s   2. Conversational Commerce  their cell phones as an extension
                         truly important to consumers:                   One of the breakout technolo-  of themselves in the same way a
                         rich experiences, personal connec-  gies of 2017 was voice-activated   hand is. Omni-channel is a modern
                         tions, seamless convenience and   shopping using technology such   term that means retailers can sell
                         instant gratification.
                                                      as Alexa-powered devices. During   as seamlessly to their customers,
                          In 2018, the economic belt will    2017, Amazon has done a great   regardless if the customer is in the
                         continue to tighten in the general    amount of work to increase Alexa’s   store, online at the office or scroll-
                         gifting category, with nontraditional   value and create wider sectors   ing through her phone. Frictionless
                         retailers presenting more gifting   around its ecosystem. Amazon has   customer experience and retail per-
                         options than ever before. But here’s   reported that customer spending   sonalization will become important
                         the catch: The customer has be-  increased 10 percent immediately   words in 2018.
                         come more than just the “price and   after the purchase of its voice-ac-  Tip: When customers are in your
                         item shopper” of yesteryear, hasn’t   tivated system, as well as purchase   store, is there signage reminding
                         she? As we enter the new year, here   frequency grew at a positive rate of   them that there is also an online
                         are five delineations that will define   6 percent alongside it. This is more   option to purchase? And when
                         the “new customer” who will be   than a flesh wound to competi-  customers are shopping online,
                         spending money with us in 2018.  tors, including the gifting segment.   are there images of the value and
                                                      Without doubt, a +10 percent sales
                         1. Relevance                 growth on top of a +6 percent   rich experience that awaits them in
                          If we’re no longer relevant, the   purchase frequency is a winning   store? In a seamless shopping envi-
                         customer will tell us with little   combination that will continue to   ronment, cross-channel marketing
                         warning. Today’s channel changes   grow and continue to impact the   is imperative and will  continue to
                         come as simple as a few keystrokes.   gifting industry.   be so in 2018.
                         Indeed, none of us thought we’d                           4. Transparency
                         see the day when big giants in retail   Tip: What is the sensory experi-  The “why” and “how” is rapidly
                         would come tumbling down, and   ence and product availability in   becoming as important as the prod-
                         with it, the harsh reminder that   your stores that make it worth com-  uct itself. Consumers want to know
                         the customer’s still in charge – now   ing in for? Are there hidden treas-  what they’re purchasing, and they
                         more than ever.              ures to find? Is there an assortment   also want to know about the in-
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