Surviving in the New Retail Marketplace
Rethinking Marketing for Small Businesses
by
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In 2017, more publicly owned companies went broke than in any other year in history. But that record was broken in 2018 when even more companies went out of business. It appears that this year will be no different. The major reason for this is because most big businesses have defined their customers by the products they buy, thus, they are product-driven and not consumer-driven. That puts them out of sync with the new kind of customer in today's marketplace.
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About the Book
The retail marketplace has undergone mind-boggling change in the way it functions.
Retail businesses are experiencing the biggest shift in their business paradigm in more than 60 years.
Online shopping presently accounts for about 70% of all retail sales. Prospects and customers to have more choices than before.
The retail marketplace is now consumer oriented. So a new kind of consumer has emerged with a very different way of making buying decisions.
Perceptions of companies and their products held by consumers are the only things that matter. Increased sales are only achieved if you understand your prospects’ and customers’ perceptions of both your product and your company.
Marketers must realize that these new consumers want to feel engaged with your business on an emotional level. They are not interested in one-off transactions with conventional retailers.
Astute marketers create relationships with their customers because human nature tells us that people desire relationships not just transactions.
Many things may change, but people will always seek relationships and do business with people and companies they like. This book is about why they like certain businesses and not others. It’s about people as consumers.
I can almost guarantee that after reading this book you’ll never see the world the same way again.
About the Author
Douglas Kelly has more than 35-years of hands-on experience in marketing, advertising, and sales. Mr. Kelly owns and operates an AAAA member advertising agency, and he has assisted clients in more than 80 product categories.