We’ve all been there.
We walk into a new store, check out a just opened restaurant, surf a recently discovered website or perhaps slip into the front seat of that new model car and instantly it hits us: whoever designed this must have had me in mind.
The overall feel, the tiniest details, the careful editing, all seem built around our particular wants and needs. We can’t wait to come back and there is a pretty good chance we’re eager to tell all our friends about our new-found love.
Contrast that experience with the brands we engage with infrequently, or try once, never to return. In many cases–as a point in strategy–that’s not only fine, it’s desirable. It’s not supposed to be for us. Walmart is not trying to get the Saks customer. And vice versa.
But if you aren’t winning with the consumer segments your brand is supposed to be for, than clearly you’ve got work to do.
More and more, building deep engagement, loyalty and “remarkability” in a world of constant connection, ever-expanding choices and a blitzkrieg of marketing communications, demands that you become the signal amidst the noise.
Increasingly retail is shifting toward “Me-tail.”
If your core customer segments don’t resonate with a “built for me” notion, you need to get at the root cause. And you need to get busy.