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Winning in the new age of the shopper

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Winning in the new age of the shopper

“The world has changed so fast, it’s a dangerous thing to talk about digital and social media. We should talk ‘conversations’", says Richard Nicoll, the Managing Director for Saatchi & Saatchi in Dubai.

In parallel with the news industry, the advertising industry has undergone tremendous transformation. “The power is shifting from retail and brands to shoppers,” he says. “Brands that refuse to believe the power has shifted, those brands are over.”

The core message of Mr Nicoll’s presentation is that the single-channel strategy is being replaced by a multi-channel strategy. Consumers have more choices and less loyalty.

Here are some of his principles for winning in the new age of the shopper:

  • Make it personal, make it relevant, make it about ‘me’.
  • Provoke, disrupt, get emotional. “It’s not necessarily what you say, it’s how you make people feel that matters,” Mr Nicoll says.
  • Brands that win loyalty add relevance to their customers’ lives.
  • Don’t panic. “I don’t think we should panic. People tend to panic and try to keep up with everything.”

Author

Larry Kilman's picture

Larry Kilman

Date

2012-02-29 11:04

Author information


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