Meeting the Needs of the Workcationer
While out of the office for a few days last month, it struck me how much trouble we Americans have disconnecting from our work on a day-to-day basis, and moreover, taking real vacations. Our on-demand, constantly-connected culture may at times seem like a curse. However, it’s a blessing for consumer electronics (CE) retailers who stand to profit from today’s fully mobile lifestyle. As technology continues to make huge leaps forward, I see exponential growth in the trends of mobility, wireless communication and the need to stay connected.
I’m quick to admit that I’m compelled to check email and texts – or even make a few business calls – when I’m away with my family on a trip. I’m an official “workcationer,” which is by definition “a person who takes his work with him on vacation.” Workcationers are either required to check in with their offices or work part-time during their vacations, because they can’t fall behind. They are dependent on mobile technology and must stay connected to their offices, no matter what.
For retailers, tapping into the profitability factor for the workcationer group can really be driven by analyzing their own vacation experiences. What types of accessories did they find vital when they were on vacation but still needed to work? Did they travel with their family, and, if so, what was needed to keep them entertained and happy? While CE retailers should stock traditional CE essentials to run their everyday businesses, there is also an opportunity to target the workcationer. With so many accessories available, developing a diverse mix at different price points is important to meet the needs of the individuals who don’t want or have the option to disconnect.