Rewarding the Marketplace Hunter

Share this content:

When was the last time you experienced the thrill of the consumer hunt?

Michael J. Silverstein's recently released book, Treasure Hunt: Inside the Mind of the New Consumer, explores this concept in great depth. "Consuming," he writes, "has become a treasure hunt - a constant search through the world's [ever-changing] store of goods and services, with the goal of finding the perfect value. There are so many goods available, in so many configurations and at so many price points, the consumer looks at the market as a huge bazaar filled with amazing finds and secret delights."

But the thrill factor has been depleted across many of the large retailers these days. Stores, sites and catalogs have become so predictable. Shoppers are a bit bored.

Companies that "get" this idea of constant sensory stimulation - Costco, Sam's Club, Target, Wild Oats - do a great job at tugging at customers' emotional heart and purse strings. Costco and Sam's Club seem in a race to entice, with diamond jewelry among the paper towels.

Target and Wild Oats also make shopping more of a pleasurable hunt. Target adds adventure with its Global Bazaar, offering "the best from bustling markets of 23 countries." Wild Oats tempts its customers with sensory experiences, such as tastings of unusual foods.

How well does your brand play this game? Do your products surprise and delight your customers? If not, serious attention must be paid to these areas of your merchandising concept. Your customers will thank you. n

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above