Move from sales pitch to conversation with consumers

This paper argues that retailers must stop shouting at consumers and start conversations with them. The trick is to understand better how consumers use various media touchpoints and how this affects their `engagement’ (defined as being largely emotional, with enough rational elements to get past logical gatekeeping); only a consumer-centric point of view provides this understanding.

Move from sales pitch to conversation with consumers

Robert Passikoff

You don't have to be a researcher to have noticed the shouting going on in the retail marketplace. Signs hang in every window screaming discounts: '60%, 70%, 80% off!', or 'Buy one, get one free.' Newspaper ads and spam emails are littered with discount coupons. But no matter what is happening to the economy, retail sales pitches are not conversations with consumers.

So how does one start a conversation with shoppers? First, you need to accept that this retail media environment isn't new. Almost four decades ago, US media theorist...

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