- Posted by on December 29, 2009
In 2010 a new phase begins that is driven by consumer’s new expectations, demands and discerning taste. It will be a year dominated by consumer’s determination to have greater control in all areas of their lives. The challenge within business shifts from focussing on your competitors activities, to being concerned about the activities and strategies of your end consumers. By taking charge of change a more confident consumer mood emerges that is fuelled by a desire for freedom of expression and a desire for something different. The mood is more upbeat and daring and this is reflected in braver decorating choices.
The economic uncertainty of recent years has created an atmosphere of mistrust and a nervous consumer attitude. Now trust must be re-established by opening our businesses up to scrutiny and judgment i.e. making them transparent.
Suit the action to the word, the word to the action
William Shakespeare
The consumer ‘purchase decision making process’ is increasingly sophisticated, multilayered and discerning. They are willing to take the time to research product details, they rate, critique, question and compare.
Consumer Interaction is set to evolve a stage further as they seek to interact with and influence the activities of designers, manufacturers and retailers of the products they purchase – essentially helping to define and develop product ranges, marketing and brand identities. Eventually this spirit of co-creation could transform the traditional relationship between consumers and manufacturers/retailers leading to a business model based on co-operative partnerships.
2010 is the perfect time to embrace your end consumers and allow them to become valued Product Developers, Designers and Marketing Guru’s within your organisation. Now is the time to consider reaching out to consumers and asking for their opinions…their expert advice…and in return freely offering your expert advice.
A great example of putting this into action is the ‘Fun On The Floor’ campaign in the UK, which has brought together a group of carpet manufacturers and retailers to promote carpeting, provide expert advice and encourage consumer participation. Fun On The Floor has a dedicated panel of interiors, style and carpet experts (of which I am the Color & Trend expert) on-hand to provide advice and share knowledge in order to help consumers make the right choice. Consumers from anywhere in the world can ask questions via the official website: www.funonthefloor.com and their query is answered free of charge, whether it is a question relating to quality, color, interior design, craft or cost. The panel (which also includes Carpet Expert - Steve Elliott, Craft & Style Expert - Danielle Proud and Interior Design Expert - Andrea Maflin) all feel this type of dialogue with end consumers builds trust in a meaningful way and helps to reassure and inspire!
Any level of involvement in your business’ decision making or product design makes consumers feel more in control and this influences who they choose to make their purchases from and what they choose to purchase. This empowerment contributes towards and reflects an increased yearning in consumers for control and an increased sense of community embedded in all of their daily interactions.
With control and choice back in the hands of consumers there is a sense of greater freedom of expression in 2010. In terms of design and color trends it makes sense to offer products, design and marketing that projects stability and encourages an optimistic approach that will help to push forward.
There is a bracing feeling of being on the brink of positive change. It is a time for individual choice, pushing boundaries, turning away from globalisation and homogenisation and of consumers making their own decisions instead of being dictate to by the media. A relaxed attitue prevails, no longer limited by others expectations or the need to conform. The winds of change bring optimism and the dissatisfaction of the past is washed away as consumers embrace simplicity. We move forward into the future with calm determination:
• Restraint is replaced by discernment.
• Excess is replaced by discretion.
• The need for the familiar is replaced by a need for the unusual.
• The need for reassurance is replaced by a need for greater fulfilment.
All images courtesy of www.funonthefloor.com
http://www.scarletopus.com/