A New Approach
The retail community is awash in conversations about the consumer experience and aligning brand promise with consumer needs to generate an emotional connection. The concept suggests that we will make a BFF (Best Friend Forever). But how many Facebook invitations are retailers and manufacturers really getting?
Most retailers use a standard top-down approach to product and accessory sales, starting with the core product and then trying to attach as many accessories as possible. Unfortunks for nately, this overload often prompts consumers to buy core product from one retailer and accessories from another.
For consumers, product connectivity has become simply table stakes. Today’s consumer looks for a product that makes a statement about them, be it enhanced performance or a lifestyle fit. Consumers want to have a personal connection with the products and brands they buy, and they want their products and brands personalized for them.