Service, value and simplicity are dictating buying habits.
At a time when the market is hugely competitive, shopping centers are inventing and re-inventing themselves and offering value-added experiences to give customers a reason to return.
Why? Because people want more experiences, more value, more service.
â€˜Localâ€™ is at a high. â€˜Localâ€™ is the new motivator. People want to buy their meat from their local butcher, drink their coffee at their local cafÃ©, service their bike at their local bike store and purchase their salami at their local delicatessen.
Why? They get great service, good value and itâ€™s real. It reminds us of how simple life wasâ€¦ before it became over-complicated.
This coincides beautifully with the thinking that mobile engagement is higher than ever and online shopping too.
Why? Because itâ€™s easy and simple. The two disparities are worlds apart, yet ring home the same truths.
I want to buy my prosciutto from my preferred authentic Italian supermarket and at the same time, shop online for my sonâ€™s jeans at midnight tonight when itâ€™s convenient for me to do so.
Why? Because to the first point, I want the good quality meat and enjoy the chat to the Italian man who serves his countries fine fares and to the second point, after one purchase I know my sonâ€™s size and donâ€™t want to compete with the crowds to get his jeans, so I order what I want online.
As business owners and marketers, we need to consider these polarised purchasing habits â€“ a return to service & value and the continued move to easier and simple. If we can satisfy one of these values in our buying equation then we are on trend with our customers needs.