Brands need to make the consumer feel more in control, feel that they have freedom to choose, feel more connected, more engaged, feel that they are part of something bigger, an authentic heart-felt community.
The emergence and vast spread of COVID-19 has sparked the "Captive Economy," according to Hughes, in which consumers are striving to maintain control in a time of anxiety and uncertainty.
Ken talks about what it takes to connect with today’s shoppers. In a GPS-connected world, they are the blue dot. And when it comes to shopping, it’s all about them.
How we can justify the expense and time away from the office that inevitably come with attending industry events. ICSC Europe Managing Director, Bill Kistler, interviews Ken Hughes, to ask “Are conferences really worth it?”
Ken Hughes advised his audience during the Invisalign/iTero UK Forum in London: “Consumers are like water; they will always find a way to whatever they want.” If that way leads them away from you, you have lost a customer.
AI is the next significant consumerist game-changer. As consumers, we are already living our life guided by the influence of everyday algorithms and machine learning. Ken Hughes explained to us how he assesses the current developments in AI, how Millennials differ from Gen Z, and how this impacts their consumer behaviour
Many companies seem to spend a lot of time plotting their customer journey in great detail, but then they fail to ‘feel’ along it for the pain points.
Technology in stores is not Retail Innovation. Innovation isn’t on-shelf screen and tablets. Retail Innovation has to have creativity and the shopper at its heart.
As world’s leading Consumer and Shopper Behaviouralist, Ken Hughes blends his vast expertise in consumer psychology, social anthropology, behavioural economics and neuromarketing to answer the question to which he has dedicated most of his career: Why do shoppers buy and how can we make them buy more?
“We’re not really shopper-centric … Everyone in this room runs a business where they think that they are shopper-centric. But, in reality, retail is a logistics game, an operations game, a supply chain game, but it’s not a shopper game, really.”….
“The technology shifts are of course interesting, but they are only the catalysts for what is really happening. There is a new shopper and consumer DNA emerging, fundamentally different from anything that has come before. The future of the garden centre business is in the hands of this consumer generation, with all other life-stages also heavily influenced by digital interaction.
The food industry has evolved to mass produce food in complex supply chains – so how can it appeal to millennials’ desire for personalised, authentic and artisanal food?
The Millenial Generation has grown up with the fact that their individual needs are adapted to their behavior and wishes, they have tailored every interaction in their daily lives and grown up in a world where it is expected that everything is adapted to them.
Today, 70 is the new 50 and for the millennial generation who haven’t developed a proper savings habit, this could signal trouble for their future in retirement.
“Staying relevant as markets and consumer expectations change is key. Whatever the industry. Whatever the company. Thinking you know better as CEO or as a senior manager is foolish…