In the analysis in our latest Future Of Retail Report, the PSFK Consulting team found that brands are tapping into the expertise of their most engaged customers, allowing them to provide one-on-one advice and share ownership experiences with fellow shoppers. These peer- to-peer consultations create trust and shift the focus from a brand driven dialogue to authentic conversations between shoppers. While centered on instilling confidence leading up to the point of purchase decision, these platforms also work to build like-minded communities that aid in the discovery of new products.
Five key manifestations of the Shopper To Shopper Service trend include:
How can businesses leverage this Shopper To Shopper Service trend? In PSFK’s Future Of Retail report we feature a list of possible opportunities including:
- Allocate resources towards training customers who are already enthusiastic and knowledgeable about the brand and its products to become customer service representatives.
- Train representatives to be knowledgeable about complementary products in order to facilitate peer-directed discovery.
- Ensure that staff are knowledgeable about using the latest mobile technologies and social media platforms to keep them in step with the way today’s shoppers communicate.