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Due to Covid-19, retail customers and target groups are no longer as they used to be. Far-reaching transformations, as previously seen with digitization and globalization, have been rapidly accelerated. How do today's customers tick? What do they like? What bothers them? Only if you truly know your customers can you make informed predictions about what will amaze them. This knowledge determines whether a brand remains relevant and successful in the future.
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5 customers generations
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20 success strategies
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60 best practice examples
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Numerous color photos
Matthias Spanke provides a clear picture of the most important target groups from baby boomers to Generation Alpha. This information is based on current demographic, socio-economic, and psychographic characteristics and purchasing behavior. He presents current strategies such as gender fluid, curated product ranges, cause-related marketing, and beauty-to-go to ensure success in brick-and-mortar retail.
GETTING TO KNOW NEW CUSTOMER NEEDS,
ENSURING SUCCESS IN BRICK-AND-MORTAR RETAIL
German Edition
ISBN: 978-3-86641-346-7
Published: December 2021
Pages/No.: 184 pages
Format: 210 x 280 mm
Publisher: Deutscher Fachverlag
Book Reviews
"It is more important than ever to know your customers precisely and to adapt to their current needs. Matthias Spanke's book provides valuable information on that. His analysis is not only insightful but also exciting and entertaining thanks in particular to the examples from all over the world."
Alexandra Ettler, Director Creative Services CEE, Ralph Lauren
"Entrepreneurial decisions are required! Matthias Spanke shows how important it is to ask the right questions with regard to customer target groups and their new needs."
Markus Naewie, Head of Retail,
Victorinox
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