CURATED ASSORTMENTS

TREND #1

MAKING THE CONNECTION: Butler says savvy retailers are offering curated, “best” assortments and choices because customers are looking for them to sort things out and find the best price and best value. “The biggest [post-recession] change in consumer behavior is that they now want you to show them how to make a smart choice—and get the best price,” he says.

CONNECT SOCIALLY WITH REAL VALUE

TREND #2

MAKING THE CONNECTION: Retailers are providing a more integrated omni-channel experience to communicate seamlessly with consumers online. “Make sure your website is optimized for mobile but mainly for tablet,” says Butler, who notes that tablets have been adopted even faster than cell phones for online shopping.

SILENT STORIES

TREND #3

MAKING THE CONNECTION: Progressive retailers tell stories in their stores. “Signage has always been the silent sales partner, but it’s even more crucial today,” says Butler. “Make sure you not only feature information on price for your products but include information on the product itself. Explain where it came from. Try to tell the merchandise story in your visual presentation.”

GROUP SALES

TREND #4

MAKING THE CONNECTION: Butler also says retailers are finding success with pulling together merchandise stories. “For example, for retailers selling travel merchandise, pull that together and make a statement that your store has everything customers need for travel—pillows and blankets and eye masks—and can get everything you need for that particular need,” he says. “We see this even in stores like Marshalls and TJ Maxx, where they are working to pull these product stories together.”

SOCIAL ENTICEMENT

TREND #5

MAKING THE CONNECTION: “Visual social media sites like Pinterest have become a great way that people have connected to learn about what their friends and influencers like,” says Butler. “Those sites help inform people who are buying gifts for other people. They also help people shop.”

Retailers are adding Pinterest to their social media repertoire. “Most retailers look at the online communities as a way to build their business’ brand and also drive sales,” he adds. “Sometimes they use these sites to spread the word that they have new product launches or an exciting event, charity partnership, or a new store opening.”

While Butler says that, generally, retailers today are allocating more dollars to social media marketing than to traditional methods like print and TV. At the same time, he says, it’s important to make sure that your chosen channels match your demographic target.