HELLO, I'M YOUR CUSTOMER

In his fourth book, "Hello, I'm Your Customer", Matthias Spanke, founder of the agency BIG IDEAS Visual Merchandising, analyzes five customer groups from baby boomers to Generation Alpha along with their new expectations.

Since Covid-19, retail customers and target groups have no longer been the same as they used to be. Far-reaching transformations, as previously seen with digitization and globalization, have been rapidly accelerated.?Only if you truly know your customers nowadays can you make informed predictions about what will amaze them. This is precisely what determines whether a brand will be relevant in the future.

The author provides a clear picture of the most important target groups from baby boomers to Generation Alpha. This information is based on current demographic, socioeconomic, psychographic characteristics, and purchasing behavior. Innovative strategies such as gender fluid, curated product ranges, and cause-related marketing are presented to ensure success in brick-and-mortar retail.“Now every retailer decides on his or her future success. Do you stick to old strategies and miss out on the future? Or do you understand new customer needs and opt for new strategies?" This is the question that author Spanke directs toward his industry. He provides valuable inspiration by analyzing?five generations of customers?and?offering 20 strategies for success, 60 worldwide best-practice examples, and numerous color photos.

“Now every retailer decides on his or her future success. Do you stick to old strategies and miss out on the future? Or do you understand new customer needs and opt for new strategies?" This is the question that author Spanke directs toward his industry. He provides valuable inspiration by analyzing?five generations of customers?and?offering 20 strategies for success, 60 worldwide best-practice examples, and numerous color photos.

Book Reviews:

"It is more important than ever to know your customers precisely and to adapt to their current needs. Matthias Spanke's book provides valuable information on that. His analysis is not only insightful but also exciting and entertaining thanks in particular to the examples from all over the world."?

Alexandra Ettler, Director Creative Services CEE,?Ralph Lauren

"Entrepreneurial decisions are required! Matthias Spanke shows how important it is to ask the right questions with regard to customer target groups and their new needs."

HELLO, I'M YOUR CUSTOMER Getting to Know New Customer Needs, Ensuring Success in Brick-and-Mortar Retail

ISBN: 978-3-86641-346-7 Published: December 07, ?2021 Pages/No.: 184 pages Format: 210 x?280 mm Publisher: Deutscher Fachverlag

About the Author

Matthias Spanke has been shaping the brands of leading international retailers as retail and visual merchandising expert for more than 25 years. His career began in Europe and led him to Macy's New York as Vice President Creative Director of Visual Merchandising. As the founder and managing director of the visual merchandising agency BIG IDEAS with headquarters in the US and Germany, Spanke now develops innovative strategies for brand experiences in support of his customers. His agency has local teams worldwide that can implement concepts at almost any location in the world. Matthias Spanke is the author of the industry books "Retail Isn't Dead", "Easy Branding in Fashion Retail", and "Successful Visual Merchandising." www.big-ideas.com

German edition available in most book stores and on www.amazon.de?or?www.dfv-fachbuch.de