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Trend: Shopper Coaching [Future Of Retail]

PSFK’s latest Future Of Retail report helps answer how retailers are helping customers with the theme 'teach me how to use this.'

Allie Walker
Allie Walker on July 21, 2012. @NYC_Allie

In the analysis in our latest Future Of Retail Report, the PSFK Consulting team found that brands and retailers are enhancing product shopping and ownership by offering advice and coaching to customers, transforming traditional purchase experiences into an opportunity for education. Retailers are training staff members to be experts in their respective fields, ensuring that they can meet and exceed the needs of even the most highly informed consumer. These shopper coaching initiatives are adding a new dimension to the retail experience, empowering consumers by providing them with new skills and expertise, and fostering a greater sense of connection between consumers, stores and the products they buy.

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How can businesses leverage this Shopper Coaching trend? In PSFK’s Future Of Retail report we feature a list of possible opportunities including:

  • Train subject specific experts that help shoppers deep-dive into particular product-related topics.
  • Use one-on-one consults as an opportunity to begin building profiles for each customer that can be accessed by staff to facilitate more personalized interactions.
  • Provide a service where shoppers and staff build and customize their products together.

A summary of the Future of Retail report is available to view for free - and a download of the full 100 page document can be ordered today.

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