Connecting with Consumers

Change Has Come to America are the words scrolling on the much enhanced Whitehouse.gov website launched as President Barack Obama took his oath. As stated on a blog entry by Macon Phillips, the Director of New Media, for our new administration: "One of the first changes is the White House's new website, which will serve as a place for the President and his administration to connect with the rest of the nation and the world."

Good or bad, change is constant. Change would have come yesterday no matter who was sworn into office. The important word in this statement is actually "Connect." People won't embrace change if they cannot CONNECT with the reason for it or CONNECT with the people driving it.

Like our new administration, every industry sector in our country is challenged to not only drive change that makes a difference, but to connect with their customers in a way that gets them on board with it. And retail is no different.

There was an interesting article in the Daily Herald today by Anne D' Innocenzio from the Associated Press. She says, "For years, retailers could afford to be sloppy about running their businesses because customers kept buying. No more."

Retailers have to make drastic changes and they are. Many "are cutting their marginal suppliers, hiring outside experts to keep inventory lean, holding special events for those who are still buying and making extraordinary efforts to gauge customer satisfaction."

But what does that change mean to the consumer? Why does the customer care if you are keeping inventory lean? Or bothering them with a phone call or email to see how thier shopping experience was?

President Obama's inauguration was the 5th most watched web event since Akamai started tracking in 2005. Not because he is a cool guy or the next president, but because he has taken the time and effort to connect with us on my levels through many mediums over the last year.

So as retailers, how do we connect with our customers? Perhaps it’s pricing goods within their reach like Rock of Republic is doing with its Recession Collection (cost of which will be almost half the price of their regular jeans).

Or maybe it’s reaching out through Digital and Social media outlets. Burger King recently launched a promotion called "The Whopper Sacrifice" which encourages people to drop 10 friends off Facebook for a free whopper.

Perhaps its appealing to a "green" side, like Whole Foods is doing by giving everyone a .10% credit for every reusable bag you bring in to pack your groceries. Or improving convenience in retail stores with Self-Checkout, Kiosks, easier returns or better e-commerce sites like Amazon.

Change is not a new concept. But learning how to really CONNECT with consumers, listen to their needs and get them on board with the change, now, that's a new thought!