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Whilst ferrets are not exactly known for their sympathetic nature, they are empathetic and are finely tuned to their local environment. Their very existence depends on knowing who’s doing what, where and why. So it is with retail marketing in the current economic environment.
Marketers must realise that the consumers they're trying to talk to are still wary of spending, are unsure of how much they are allowed to be seen spending, and are frighteningly aware with the closing nights that Christmas – and Christmas debt - is looming.
It’s therefore no good blasting them with a chorus of all-singing, all-dancing entertainment and jollity. Like the company in London currently advertising ‘Behind Closed Doors’ Christmas parties, retail marketers must now offer sensitive and empathetic promotions.
Less about flash, more about stash.
Wild rabbits/ wary consumers … see, they’re not all that different after all!
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