Move from sales pitch to conversation with consumers

Robert Passikoff

You don't have to be a researcher to have noticed the shouting going on in the retail marketplace. Signs hang in every window screaming discounts: '60%, 70%, 80% off!', or 'Buy one, get one free.' Newspaper ads and spam emails are littered with discount coupons. But no matter what is happening to the economy, retail sales pitches are not conversations with consumers.

So how does one start a conversation with shoppers? First, you need to accept that this retail media environment isn't new. Almost four decades ago, US media theorist Neil Postman predicted the coming of a 'media ecology', currently being talked about as '360° media'.

Postman explained it like this: “Media ecology looks into how media of communication affect human perception, understanding, feeling and value.”