e different. Some people will have noticed and responded, but the net effect is no doubt negative. Maybe one in 100 people may choose to enter the restaurant in any given hour, leaving 99 others simply annoyed by the congestion caused by thoughtless positioning of the sign. Adopting this strategy shows they don’t understand what the new marketing is all about and the fundamental shift that has already happened in the marketplace – today, the consumer is in charge. They (the buyers) have all the options and dictate the timing and the nature of the interaction they will have with sellers. This shift in the balance of power fundamentally changes how you can market effectively in the modern marketplace. This post is not about how you market, but shouting at customers is not the way to do it. Instead, I want to focus on the bigger picture strategic priorities for the new era retailer. To some extent, all of these requirements have always been in place, it is just that the consumer now has the power to really punish you for getting them wrong. In order to run retail businesses successfully, the appropriate order of business for a retailer is as follows: The product/service must perform exactly to expectations or better. Ensure you have a product that people actually want, and that it works. If you sell coffee, make sure it tastes the way it is meant to taste. There is room for different tastes, but there is no room for selling it burnt, cold, or inconsistently. Set the price you charge to represent fair value for money. It is not about the cheapest, it is about it being an equitable value proposition. Nobody wants to pay more than a product is worth, no matter how expensive OR cheap the product is. Engage authentically. I know it sounds a bit new age, but the fact of the matter is that people do not want to be sold to. They want to be helped to buy things they need and want. It is not about cross selling and upselling, it is about right selling. Shouting at the customer via any marketing channel is a really poor start to meaningful engagement. Deliver experientially. Involve them. Entertain them. Delight them. Surprise them. Touch their hearts and make sure that the emotions they experience when they engage with you are positive, memorable, and valued. Make it frictionless. No matter when they want to buy or where (which channel) they prefer to get their information, you must be there. Whatever your challenges are in delivering your offer, they are not interested and only want what they want when they want. Gone are the days of not having a website, or not having Eftpos. If they complain via Twitter you must be there to respond. If they jump from Facebook to Ello, you must jump with them. Rather than having an A-frame that gets in everyone’s way, the cafe would have been better off making sure it made great coffee consistently and delivered it with thoughtful touches that convey the message to the consumer that the experience was about them. The most effective marketing tactic would be about delivering a great coffee experience, not shouting ‘look at me.’ Happy trading, Dennis Price GANADOR