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The Hypersensitive Consumer

A retailer’s guide to 2009’s shop-shy shoppers

After over a decade of relatively benign conditions, retailers – and shoppers – were perhaps becoming set in their ways.  But the credit crunch ended all that. Today’s consumers have become so sensitive, so well informed and so surrounded by choice that we’ve called them the Hypersensitive Consumers.

The retail team at BDO has shaped and conducted analysis to investigate the emergence of this new profile of consumer.  We have been looking at the way in which this type of consumer buys as well as the strategies of leading retailers to address consumer behaviour in the current climate.  Our insight is based on extensive consumer research and in-depth interviews from a range of senior retail executives.
 
Key themes which have emerged from our analysis include:

  • 2009 is the year of ‘Good Shopkeeping’
  • Now is the time for ‘Retail surprise and delight’
  • Retailers now need to know their customers better than ever before
  • Loyalty programmes need a refresh

Our full analysis provides valuable insight and advice on how retailers can drive footfall and conversion.

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