CBA http://www.cba-link.com Insights Imagery Attitudes Angles Thu, 04 Oct 2012 16:24:58 +0000 en-US hourly 1 http://wordpress.org/?v=3.5.1 Shopper in Wonderland http://www.cba-link.com/post-title-01/ http://www.cba-link.com/post-title-01/#comments Mon, 02 Aug 2010 17:54:13 +0000 admin http://cba.atifazam.com/?p=75
Alice actively tries to barricade herself against the marketing and media intrusions that she feels interrupt her enjoyment of TV, websites, drives on the highway, walks down the street, her cell phone, home phone... even the clean blank top of her airline tray table.  She resents “being marketed to” and feels the need to keep her defenses up.  Not just to the volume of messages but to their nature as well.  Consumers are skeptical.  These days, criminals get more benefit of the doubt than benefits get, even if they happen to be true.  “Proven? By whom? I don’t believe it.”   In more and more ways, the Consumer doesn’t want to find relevance. But the Shopper does.  In ‘wonderland’ stores, Alice not only welcomes relevance, she seeks it out, delighting in the abundance of ‘potentially’ appealing things to want.  Rather than keep her defenses up, she actively searches store cues to stoke the engine of relevance that propels her from one purchase possibility to the next. But it isn't just the game of shopping that seems significant here. What I marvel at is Alice’s openness to discovery and how classic marketing devices (e.g., store cues such as signage, floor layouts, imagery, product descriptions, value promises, brand showcasing, etc.) become experience-enhancing. What is it that makes entertaining the possibility of purchase, entertaining?  What is it that has made targets that are so reluctant to open themselves up to marketing in one context, so eager to embrace it in another? ]]>
Alice actively tries to barricade herself against the marketing and media intrusions that she feels interrupt her enjoyment of TV, websites, drives on the highway, walks down the street, her cell phone, home phone… even the clean blank top of her airline tray table.  She resents “being marketed to” and feels the need to keep her defenses up.  Not just to the volume of messages but to their nature as well.  Consumers are skeptical.  These days, criminals get more benefit of the doubt than benefits get, even if they happen to be true.  “Proven? By whom? I don’t believe it.”   In more and more ways, the Consumer doesn’t want to find relevance.

But the Shopper does.  In ‘wonderland’ stores, Alice not only welcomes relevance, she seeks it out, delighting in the abundance of ‘potentially’ appealing things to want.  Rather than keep her defenses up, she actively searches store cues to stoke the engine of relevance that propels her from one purchase possibility to the next. But it isn’t just the game of shopping that seems significant here. What I marvel at is Alice’s openness to discovery and how classic marketing devices (e.g., store cues such as signage, floor layouts, imagery, product descriptions, value promises, brand showcasing, etc.) become experience-enhancing.

What is it that makes entertaining the possibility of purchase, entertaining?  What is it that has made targets that are so reluctant to open themselves up to marketing in one context, so eager to embrace it in another?

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