Ten tips to winning at consumer centricity: for retailers and manufacturers

– The purpose of this paper is to offer retailers and manufacturers tips on adopting a comprehensive consumer‐centric approach to business in order to maintain a competitive edge in the retail marketplace., – The approach takes the form of exploring the benefits and challenges of adopting a consumer‐centric marketing approach by offering real‐world examples and statistics to retailers and manufacturers in order to aid them in implementing this approach across their own corporate environment., – Three out of four retailers (75 per cent) identify a consumer‐centric approach as one of the top three most important factors in business success. Despite the challenges of implementing and optimizing a consumer‐centric strategy, such as budget constraints and poor access to data, retailers and manufacturers see consumer centricity as a vital lifeline and a profitable alternative to a strategy based solely on price., – In order to truly influence consumers' brand selections, retailers and manufacturers must understand their consumers and behavior leading up to a purchase. A consumer‐centric strategy can provide a monumental advantage in influencing shoppers and engendering high value consumers., – The paper presents tangible tips and tools to utilize in the real world, along with statistics from 55 retailers and 65 consumer product companies.