Consumers today are inspired to purchase by two seemingly conflicting motivators. First, consumers’ pocketbooks, still very much affected by the state of the economy over the past few years, continue to inspire conservative purchasing. At the same time, today’s consumers are beginning to feel they’ve pinched pennies long enough. They’re tired of always skimping on indulgences and generally making do with less.
As a retailer, you find yourself facing a riddle, wrapped in a mystery, inside an enigma. How to connect your brand message and make a loyal customer of a shopper who believes they shouldn’t spend too much and at the same time wants to feel like they’re treating themselves to some of the niceties they’ve been denying themselves during this economic downturn.
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