Category Archives: Terrific Retail Insights

Australian Retailing under the microscope

It’s always interesting to see ourselves as others see us, so I read with interest UK Home Improvement and Gardening commentator Steve Collinge’s recent review of DIY and related retailing in Australia. The full article is well worth a read. Click on Disruption just around the corner. Below you will find a few facts and…
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Spelling out the Benefits Part 7: Painting word pictures

Buying is an emotional experience. Once you have gathered the information about your customer’s needs and why they want to buy you’re ready for the next step.  This is where you paint a word picture for your customers that enables them to see themselves using it, or wearing it, showing it to friends, hearing their…
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Spelling out the Benefits Part Six: Comparing two products

Every product has certain features and benefits.  In helping customers come to a decision your job is to point out the appropriate benefits of the products they are considering. A word of warning here – Never run down one product or price to promote another. Instead point out the extra value of the alternative.  Don’t…
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In the absence of benefits…

Here is a cautionary tale from Marketing Maestro, Winston Marsh. As I wandered through a shopping centre the other day I spied a vendor who had hired a spot in the mall for a week or so. They sold saucepans and, as I fancy myself as an accomplished chef, I wandered over to see what…
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Spelling out the Benefits Part Five: FABing

In the Spelling out the Benefits Part Two article a few months ago, I gave examples of how to build a verbal bridge between a feature and the benefit.  I also explained the importance of linking features to benefits to give them believability and said that just because something is categorised as a benefit don’t…
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And the top Christmas commercials for 2018 were…

When it comes to Christmas I reckon you can’t go past the Brits for excellent commercials. Here’s my pick of the top ones from 2018. Rather than including individual links you will find them all plus a few others I didn’t rate in Brandwatch’s 2018 Christmas Commercials Report. I like a commercial that sells (subtly)…
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The Question for Ladies

As we know, a lot of the burden for keeping track of who to buy for, what to buy and doing the searching and buying and wrapping and labelling is done by ladies, especially Mums. It’s exhausting working out what to buy for his family and even his children as well as combined friends.  So,…
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Fill each day with magic moments

Don’t process your customers.   Treat each customer as an individual.  Make them feel special.  Really be there for them.  Focus on them and their needs.  Let them know by your actions that right at that moment in time there is nowhere else you would rather be. Our objective should be to have every customer going…
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Christmas is a Floor Show

Greg Canty from Fusion Communications in Cork, Ireland writes: Past research has shown that at Christmas 60% of purchasing decisions are made within the store – once they come in your door make sure that happens. The game is won and lost on the sales floor and this is where the staff and managers should…
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How easy is it to navigate your store in the lead up to Christmas?

This is the question that my colleague Jan Collins and I discussed while watching customers in a busy shopping centre. I was soon making numerous notes as Jan shared her thoughts on the challenges and opportunities of keeping retail stores attractive to shop in and easy to navigate during the busy festive season. Here are…
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