Workshop explores speaking the language of consumers
Workshop explores speaking the language of consumers
CHICAGO -- According to Kevin Coupe, consumers are guilty of saying one thing and meaning another, and even worse, often have no idea what they are talking about.
In a business session at the United Produce Expo & Conference, here, titled "Speaking the Language of the Consumer," Mr. Coupe, a retail industry expert and owner of the web site MorningNewsBeat.com, gave advice on how best to counter this and deliver what consumers really want.
"Americans are the most cash-strapped population in the world," Mr. Coupe said. "Sixty percent of Americans have no money left at the end of the day after they have paid their mortgage and their major bills. Retailers can't steal customers, but they can provide a compelling shopping experience."
To do that, Mr. Coupe said that retailers might need an interpreter to find out just what customers want.
"We have to know just who we are talking to and figure out what [customers] are thinking beyond numbers," he said.
Mr. Coupe said that consumers and retailers need to be on the same page, which he termed a "shopper-retailer alignment." "If the retail format isn't in precise alignment with consumers' needs, interests and priorities, then the consumer may well go elsewhere," he said.
He gave an example of how Wal-Mart, Safeway and Whole Foods are each focusing on organic and natural foods in different ways. "They can each have a piece of organics and natural, but it's unlikely it will be the same piece," he said.
Most consumers, he said, have a greater commitment to organic attributes then organic foods.
"Consumers see produce in different ways," he said. "Eating healthy vs. being healthy is a long, complicated road where we need to ask directions. We have to know if the customer even wants to take the journey before we begin handing out a map."
Mr. Coupe said that consumers are thinking about the foods they eat in a different way -- they are more concerned with individualization and customization rather relying on external authorities.
He noted how Byerley's, a Minnesota-based grocery chain, encourages customers to bring the results of their genetic assessment tests - which determine the risks of developing certain health conditions based on genetic variations -- to its on-site nutritionists, who will walk the customers through the store and determine which foods best suit them.
"It is bringing the pharmacy department to the produce department," he said.
Mr. Coupe asked the audience how many people know their best customers and what their names were.
"Every store and department manager should know who their best customer is by name," he said. "The CEO should find out who these people are" and offer to be of assistance whenever they need it.
Mr. Coupe gave the example of how the Apple iPod has completely changed consumers' ways of acquisition and showed the audience a photo of his teenage son in front of a computer, looking at numerous things on the screen at one time.
"Today's youth are completely non-linear thinkers, but the supermarket is a completely linear experience," he said. "If marketers don't factor this in to meet them on their terms, they are going to be completely irrelevant and if you haven't started by now -- it might be too late."
He summed up his presentation with a quote from management consultant Tom Peters that hit home with many in the audience. "If you don't like change, you're going to like irrelevance even less."
In a business session at the United Produce Expo & Conference, here, titled "Speaking the Language of the Consumer," Mr. Coupe, a retail industry expert and owner of the web site MorningNewsBeat.com, gave advice on how best to counter this and deliver what consumers really want.
"Americans are the most cash-strapped population in the world," Mr. Coupe said. "Sixty percent of Americans have no money left at the end of the day after they have paid their mortgage and their major bills. Retailers can't steal customers, but they can provide a compelling shopping experience."
To do that, Mr. Coupe said that retailers might need an interpreter to find out just what customers want.
"We have to know just who we are talking to and figure out what [customers] are thinking beyond numbers," he said.
Mr. Coupe said that consumers and retailers need to be on the same page, which he termed a "shopper-retailer alignment." "If the retail format isn't in precise alignment with consumers' needs, interests and priorities, then the consumer may well go elsewhere," he said.
He gave an example of how Wal-Mart, Safeway and Whole Foods are each focusing on organic and natural foods in different ways. "They can each have a piece of organics and natural, but it's unlikely it will be the same piece," he said.
Most consumers, he said, have a greater commitment to organic attributes then organic foods.
"Consumers see produce in different ways," he said. "Eating healthy vs. being healthy is a long, complicated road where we need to ask directions. We have to know if the customer even wants to take the journey before we begin handing out a map."
Mr. Coupe said that consumers are thinking about the foods they eat in a different way -- they are more concerned with individualization and customization rather relying on external authorities.
He noted how Byerley's, a Minnesota-based grocery chain, encourages customers to bring the results of their genetic assessment tests - which determine the risks of developing certain health conditions based on genetic variations -- to its on-site nutritionists, who will walk the customers through the store and determine which foods best suit them.
"It is bringing the pharmacy department to the produce department," he said.
Mr. Coupe asked the audience how many people know their best customers and what their names were.
"Every store and department manager should know who their best customer is by name," he said. "The CEO should find out who these people are" and offer to be of assistance whenever they need it.
Mr. Coupe gave the example of how the Apple iPod has completely changed consumers' ways of acquisition and showed the audience a photo of his teenage son in front of a computer, looking at numerous things on the screen at one time.
"Today's youth are completely non-linear thinkers, but the supermarket is a completely linear experience," he said. "If marketers don't factor this in to meet them on their terms, they are going to be completely irrelevant and if you haven't started by now -- it might be too late."
He summed up his presentation with a quote from management consultant Tom Peters that hit home with many in the audience. "If you don't like change, you're going to like irrelevance even less."
