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Five Ways to Make Retail Personal

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By Pam Danziger

I recently gave a talk entitled "Make Retail Personal: That's Your Secret Weapon" at NRF Retail's BIG Show 2017 during the Small Business Experience program, sponsored by American Express. Joining me at the podium was Brent Ridge, of Beekman Boys fame, who provided the voice of the small business entrepreneur as co-founder of Beekman 1802, along with his partner Josh Kilmer-Purcell.

In planning our session, we were guided by a survey from American Express that found growth is the No. 1 focus for small businesses - And that means marketing.


Five Ways to Make Retail Personal

Challenging retailers in their pursuit of growth is that the traditional practice of marketing founded on the old 4Ps model of marketing - Product, Place, Price and Promotion - has been disrupted. It no longer works like it used to. But it's not the advent of technology and internet 'disrupters,' like Amazon, that has changed the game, but the needs, priorities and most importantly, the mindset of shoppers.

As a result, marketing must evolve from the traditional 4Ps into the 4Es framework described by Brian Fetherstonhaugh of Ogilvy & Mather where:

  • Product is replaced by Experience
  • Place becomes Everyplace
  • Price is now Exchange
  • Promotion evolves to Evangelism
The four Es changes the way we market and sell to today's customers. While technology is important, the real power of marketing a retail business comes through the personal experiences it -- and it alone -- is uniquely powered to deliver. That is small retailers' secret weapon!

Today success in retail is less about WHAT you sell and more about HOW you sell it

Maya Angelou famously said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel," and that is the power of personal retailing.

To download this free white paper that reveals these five ways to make retail personal, CLICK HERE.


More about Pam Danziger: Speaker, author, and market researcher Pamela N. Danziger is internationally recognized for her expertise on the world’s most influential consumers: the American Affluent. Her new book, Shops that POP! 7 Steps to Extraordinary Retail Success, reveals the secrets to crafting a retail shopping experience that’s irresistible to high-value shoppers. As founder of Unity Marketing, Pam leads with research to provide brands with actionable insights into the minds of their most profitable customers. She is the author of five books including a recent mini-book, What Do HENRY’s Want?, explores the changing face of America’s consumer marketplace. Pam is frequently called on to share new insights with audiences and business leaders all over the world. Contact her at pam@unitymarketingonline.com.

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