Peoples’ needs and wants change in the blink of an eye. In the retail business, one needs to achieve mastery in customer aspirations – knowing not only what the customer wants now, but also what he will want later.
Every retailer knows the importance of placing brands strategically within the store and also having the store itself be in locations which are optimal for the target audience. This needs a lot of testing and research which can be a challenge.
Cookie-cutter sales won’t work in every case. In retail you need to understand the customer well enough to make that perfect pitch – the one that seals the deal and encourages customers to keep coming back.
Having multiple channels of distribution is complicated work, and you need to ensure that the customers get the same great experience – whether it be online or offline.