If your clients are telling you that it is useless to advertise because nobody is shopping, point out to them, as Time magazine columnist Sean Gregory explains, that consumers are still shopping: Differently. Here's how shopping has changed and how your clients can carve their niche in the new marketplace.
- Information is instantly available online so consumers find that going into a retail store is not necessary to purchase household goods or electronics. They can find what they want online. Even apparel retailers have reported growth in their online channels.
- When consumers do make it into a bricks and mortar store, the purchaser is typically female, not male. The environment must be ‘female friendly' to succeed.
- Price is king. As with any recession, larger numbers of consumers want to spend less money on essentials. In the brief recession of 2001–2002, consumers flocked to the dollar store channel and that trend is recurring today.
Read the rest of Gregory's talking points and propose a marketing campaign that addresses the new shopper psyche in order to boost client sales.[Source: Gregory, Sean. How Consumers Shop Differently Today. Time, 2.22.09]