18 July 2008
A New World Disorder
Last weekend whilst visiting the National Portrait Gallery to see an Exhibition of Pop Art Portraits, I quite literally stumbled across a mini photographic exhibition entitled “Shutting up shop”.
The collection of photographs traced the history, over several decades, of some idiosyncratic independent shops. One particular story engaged me - F.Gedge’s Contraceptive Shop - run by a man who quite literally, after the second world war, saw his business grow as the demand, range and quality of latex condoms improved dramatically.
To his customers he was like a counsellor and advisor who willingly listened and shared his knowledge with them. The customers likened the shop to “a living entity” - what I call a truly “engaging space” - one where the shopkeeper saw himself as part of their community.
It is this old notion of interdependence, albeit revisited, between customer and retailer that I believe will become a key issue that retailers, both real and virtual, will need to embrace if they are to attain and retain future customer loyalty.
Today we are witnessing what I believe is the emergence of a new world disorder.
Historically retailers, through various formats, mediums and media have effectively controlled what products and services the customer sees, when they see them and indeed what to think of them.
More recently, whilst the increased number of channels has improved customer convenience, it has also further increased the retailer’s control.
However, the balance of real power is already shifting and we now see the customer, with more tools than ever at their disposal. They are taking control.
In the past 10 years or so we have increasingly seen the customer, before making any purchase, being able to research in detail at their leisure.
Further, the likes of EBAY has made an ever-increasing number of customers retailers themselves, they are also becoming part of unique communities joined by common values and beliefs capable of publishing their own shopping manifestos.
And, to top it off, each and every individual has the ability, via social websites, to become a brand in their own right - its seems to me that privacy is effectively already extinct.
This new power, in this new world disorder, means that retailers and brands alike will need to rethink how they connect and stay connected with customers.
To achieve this will mean engaging with customers in such a way that the customer becomes “Co-creators” of the total brand experience. Expect the customer to want to shape the very fabric of the brand, its promise, its content, its delivery - every facet will need to be done and indeed measured as a willing, enjoyable and mutually rewarding partnership.
This will lead to a new freedom for retailers and their brands, resulting in customers who become “brand activists”, helping the retailers brand to live, breathe and grow in previously unthinkable ways.
Ultimately, this will enable the retailer to actively enhance and increase - not control - the dialogue with the customer. I fundamentally believe that those retailers who work to increase and deliver this depth of engagement, in engaging spaces, will thrive in this new world disorder.
