Page 34 - Source Winter
P. 34

  UNDERSTANDING YOUR EVOLVING CUSTOMER
AS AN INDEPENDENT RETAILER, YOU HAVE THE ADVANTAGE OF GETTING TO KNOW YOUR CUSTOMERS AND LEARNING HOW TO WOW THEM.
DIANE FALVEY, EDITOR-IN-CHIEF DMC MEDIA
     A s I’m writing this, Small Business Saturday is just a couple days away. As you are reading this, you’re reviewing how your Small Business Saturday performed and you’re polishing o   nishing touches for holiday events or promotions you have planned for
your customers in this critical fourth quarter.
Each year, Small Business Saturday grows—in awareness and its ability to help strengthen your roots in your community. Retail may be changing, but it’s certainly not going away. E orts like Small Business Saturday ensure that. The question is, as an independent retailer, are you
taking full advantage?
As you look over your business performance after the Thanksgiving shopping weekend or the entire holiday season, what are you  nding? Did you knock it out of the park? Did you bring in new customers? Did you have a successful festive event? What was di erent this year compared with last year? Where you can create new opportinities?
There are a lot of variables when running a retail store, some you can’t control. What you can control, however, is the experience you give your customer when they cross your store’s threshold or click on your virtual shop’s link. Do they see something di erent each time they walk in the store? Are there promotions that let them give back to the community, turning shopping into a philanthropic activity? These experiences are important to today’s consumer.
As the generations with the most purchasing power begin to change,
you need to know what’s important to that customer. Millennials, who have now outpaced Baby Boomers in population (but not yet in spending) are looking for something di erent than their parents and even Gen X siblings. Millennials, and Gen Z coming up behind them, don’t know life before online shopping, where researching and buying a product can be done in an instant. In store, they are expecting an experience, whether it’s an education on how to use a chef’s knife, an event that supports the community food bank or an upcycled end table with a story from a local artisan. And while Millennials may not yet have the most money to spend, they strongly in uence the purchasing patterns of other generations.
As an independent retailer—whether brick-and-mortar, online or both— you have the advantage of getting to know your customers and learning how to wow them with an experience, unique and unexpected. Are you?
At Dallas Market Center, you are our customer. We know that our success and that of our exhibitors depends on giving you the tools, the products and the inspiration to create those experiences for your customers. In this issue of Source, learn how we are evolving to help your business grow. We have a record number of new resources across campus. We’ve revamped temporary exhibit spaces. And we have a very special guest— Ms. Diane Keaton—sharing how Pinterest inspired her new home. Some of her insights are here in the magazine, and she’ll be sharing her story in person at Total Home & Gift Market.
This January, come to Dallas Market Center for the experience, and expect the unexpected. You won’t be disappointed.
  22 | WINTER 2018




















































































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