What do customers really want? More control

We are living in unsettling times of rapid change and news cycle drama, now accentuated by a U.S. President-elect who values being “unpredictable.” 

Whether it’s the latest natural disasters, international conflicts, aging parents, unexpected expenses, or just trying to open a new bottle of aspirin, life can seem more out of control than normal. Especially during this upcoming holiday season.

This anxiety and frustration can be unsettling to many folks, some of whom undoubtedly are your customers. 

And frankly, as the frustrations grow of having less control, some people will seek more control wherever they can.

Where would that be? That’s right. Your stores. You and your staff must be ready.

“Give the customer what they want” has been a long-standing directive in retailing. Especially for today's customers, it's not about price or selection. What they want today is control. 

This holiday season, many consumers will turn with a vengeance to a new kind of “retail therapy”. Shopping is one place where they still are in charge! But it's not how much merchandise they acquire; it's how much control they can exercise.

How might you and your stores be better able to serve these seekers of "retail therapy" Among ideas for you and your staff to consider:

• Choose and use technology that gives your shoppers more control (versus just having the gee-whiz “latest technology”).
• Be more willing to explain “why?” There are reasons behind your careful editing of assortments (or what’s known today as “curating”). Explain how the merchandise in your stores meets your standards. (And why you don’t have everything that is available on the web.)
• Alas, some customers will abuse this power. They can be rude, or leave merchandise on the fitting room floor, or challenge return policies. It is important to avoid a tug-of-war with such customers. They want less confrontation!

Today's new "retail therapists" – that is, those retailers who understand and cater to customers who want more control –  will be better able to weather today’s tumultuous times. And to help their customers do so as well.