Tag Archives: Why She Buys

Successful Retailers Drive Emotional Connections with Consumers

We recently sat down with Bridget Brennan, Author, Why She Buys and CEO, Female Factor. In
our conversation, she shed some light on how omnichannel is impacting retail,
how shoppers are shaping the future of retail, where retail is going in the
next five years, and more.
Here’s what Brennan had to say:
What can retailers do
better to embrace the omnichannel customer journey and experience?
Brennan: Staying
centered on the very human reasons of why people buy (and why they don’t) is
the best compass for anyone. No matter what channel or technology is being
used, retailers that drive an emotional connection with consumers do it through
elements like great service, inspiring experiences, excellent products, good
value and a brand that people want to be a part of. The opportunity is to
play to the strengths of each channel to deliver these elements. One of the
most effective ways to stay in tune with the modern consumer journey is to
conduct qualitative consumer research on a regular basis.
How are shoppers
shaping the future of retail?
Brennan: One of
the big shifts we see across age groups is the desire for services and
experiences. For brick-and-mortar locations, there is an enormous opportunity
to deliver the kind of experiences that people can’t get through a screen. My
local Nordstrom now has a beautiful bar on the second floor, right in the
middle of the men’s section. Every time I go, it’s full of people who are
clearly enjoying themselves. I predict we’re going to see more and more
retailers add both experiential elements and helpful services to their
brick-and-mortar locations.
How is digital
reinventing retail?
Brennan: In too
many ways to count.  Here’s just one: e-commerce has changed the very
definition of ease and convenience.  Which means it won’t be long before
brick-and-mortar retailers change the very definition of what it means to be a
store.
What are some key
points attendees can expect to take away from your session at the event?

Brennan: People
will walk away understanding the most important trends driving women consumers,
and how they can leverage these as a blueprint for meeting women’s wants and
needs.  Women drive 70-80% of consumer spending with their combined buying
power and influence. My goal is to provide actionable insights that help
retailers stay relevant with the world’s most powerful consumers in 2016 and
beyond.