What’s the hardest thing to understand about today’s shoppers?
Laura Gordon: The hardest thing to understand about today’s shoppers is how we can help make their shopping decision easier. As people’s lives have become so busy, trip assurance plays a giant role in their decision-making. If there is a purchase you have decided to make, knowing that the item is available in your store is very important. That your time is valued is essential.
One way we have tried to accomplish this is with the 7-Eleven app several years ago. Her expectations are constantly increasing and the cycles are shorter. What was a game-changer yesterday will be table-stakes tomorrow.
You have to be in a position to update your expectations of her expectations constantly, and figure out where to intersect with them. It’s not the understanding of what the shopper’s expectations are or will be, as much as where to place your bets.