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If You Want To Win In Retail, Out-Human The Competition

You have seen it. Two people are sitting across from each other at a restaurant. Their dress and demeanour signifies a romantic occasion, but rather than focusing on each other, their heads are bowed – they are intently focused on their phones. In an ironic twist of fate, the devices that are designed to connect us on a universal level have jeopardized our physical connections in the present.

In many ways, the world is getting smarter. The Internet of Things (IoT) has brought everything from our smartphones and accessories to our refrigerators into the digital age. Technologies like facial recognition and virtual reality have become so ubiquitous that they have entered the realms of shopping and video games. Artificial Intelligence (AI) predicts our behavior with frightening accuracy, and it is becoming harder to differentiate bots from humans online.

However, like our romantic dinner scenario, there is a problem with our increasingly smart environment. All the broadcasting and digitization comes at the cost of authentic human connections. It is no wonder that Millennials, in particular, are demanding authenticity from brands. More than ever, we appreciate when brands behave as though they are unique and recognize that we are, as well.

When it comes to retail marketing, standing out among the crowd does not necessarily require the most advanced marketing technology. Rather, it requires the ability to transcend the white noise in order to develop deeper relationships with customers. In short, to tune-up your retail marketing efforts, simply out-human your competition. Here is what we can learn from businesses doing just that.

 

Listen To Your Customers

If you want to connect with your audience, you have to find out what is important to them. One of the best ways to do this? Actually, read what they are sharing on social media.

“Connecting your marketing campaign to current events that people are talking about online is an excellent way to connect with your audience on a human level,” says Dan Sevigny, CEO of Spooky Digital. “You already know they care about a specific issue. It’s up to you to take it to the next level.”

This post was syndicated from Forbes

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