Post Demographic Consumerism
Much has been made of the fact that consumers no longer act in ways that conform to neat demographic types, from millennial mothers who love gaming to boomer men who listen to Taylor Swift. In truth, any stereotype falls short in an age of one-to-one marketing. As experiences are no longer defined by type, sector confluences can define best outcomes. To gain insight on consumers who blur the lines in their lives, marketers must themselves move across multiple sectors to reach shoppers when they want to meet you.
Instead of trying to define what someone might want, retailers are learning how to ask. People increasingly know what they want and will share it with those who listen. They don’t want to be chased with the same offer across different sites, or pitched at a time that’s inappropriate. Much like they when they travel, the desire is for a unique experience. They will reward retailers who act as their concierge, finding the right thing at the right moment or curating experiences that give delight but don’t their waste time. Brands become less focused on predicting than on offering a personalized touch.
Consumption Pattern Outcomes Beyond Demographic Conventions
It’s about creating spaces and places that are something for someone, rather than everything to everyone.
There are new consumption patterns that are well beyond what traditional demographic conventions suggest. Consumer experiences are no longer defined by type, hence sector confluences are now what define best outcomes. Working within multiple sectors and looking at synchronising shoppers elective time gives us insight into these new patterns. We question the executive approach typically used and spend time “listening to the movement” in order to achieve optimal shopping and lifestyle experiences.
- Create spaces and places that are something for someone, rather than everything to everyone.
- Listen to the movement
- Cross-Sector Blur
- Synchronised elective time
- Question the executive approach
CapitaLand wants to blur the lines between different channels with a hybrid shopping experience. When it opens in 2019, people will be able to dig for dinner on an indoor farm while a robot returns that unwanted dress. They can shop in a store, at the drive-thru, or through the click-and-collect service. Designed around passion clusters such as tech, fit, and taste, the mall is being cast as the ultimate destination in retail entertainment, a place where how you live, work, and play converge.