Research is just as important and she'll
compare value for money. It's not about
being a bargain hunter and trying to find
the cheapest around (though, granted some
do) – she wants to know that when she
spends money she's going to be getting what
she paid for. That you'll not just meet, but
exceed her own expectations. That's the age
we live in. She WANTS to be the girl that
gets to brag to her friends about how you
gave her the best service she's ever had and
that wow, look at what an amazing shopper
she was because she was clever enough to
find it.
The digital age sounds scary, but really it's
about being THERE. Being where your
customer wants you to be, when they need
you to be. It's that simple. User experience
is what will dictate the future success of
retailers and that comes in all forms – face
to face service, online service – overall
usability in all senses of the term.
So ask yourself, what are you doing to
accommodate the modern savvy consumer
and her needs? What would you want to see
if the shoe were on the other foot?
Jenene Crossan
www.flossie.com
and able to help her get these. She researches,
she knows her rights and she'll happily echo
her sentiments and outtakes to others around
her – quickly and globally thanks to social
media. She can be your harshest critic…but
also your biggest advocate.
She expects you to have a website; an easy to
use one – one that has simple things, like your
contact details that are easy to find. Don't make
her look deeply to find anything and even if your
products can't be purchased through it (though I
would question why not in today's age of instant
gratification and ease of distribution), at the
very least showcase them. Ask what YOU would
want to see. She wants to be able to send you an
email and get a response within a reasonable
period of time. She wants you to be available
in other mediums too – Facebook, Twitter and
will give you kudos for other areas, like having
a great mobile friendly website.
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