Modern day retailers appear to be adding a further complication into their preposterous quest for a silver bullet resolution to their woes. The latest absurdity is their clutching at the realms of psychology through over-analysis and convoluted psychobabble in what should be a simplistic business. Today’s burgeoning concept of neurodiversity and inclusion was suggested by Hans Asperger almost a century ago. If, as an industry, retail cannot identify with target markets, then perhaps there is a
greater need to refocus the psychoanalysis towards retailers’ shortcomings, rather than those of the customer.
Surely it is about staying in touch via personal interaction, courage and innovation, rather than trying to predict what people are thinking and what they may do next? Does the public even know what they want? Or are they seduced into a perceived must-have when the six senses are stimulated, i.e. sight, hearing, taste, smell, touch and service?
There is a dire need for many retailers to KISS (Keep It Simple, Stupid) and conciliate their workforce and clientele. Team members thrive upon the simplicity of goals, agenda, compliance and accountability, for it allows the freedom of entrepreneurial endeavour within prescribed boundaries in the quest of a common objective. Likewise, the consumer responds to clarity of brand, ease of access, the ingenuousness of product and warmth of social communication.
There is no surreptitious approach to the communal mindset of the fickle shopper, nor is there any chance of uniformed behavioural patterns to exploit. Futile and ill-advised efforts of behavioural classification.
Instead, there is a real danger of alienation when people are categorised by conspicuous attempts of cerebral manipulation. Folk do not fit into neat little boxes of convenience. The more corporate surrenders personal contact, the greater the risk of losing them to socially astute and interactive competitors.
All professions have a part to play in a supportive role, but should never be the driving force in retail. That is reserved for the commercial impresario to conduct a finely tuned orchestra comprising instruments from both the arts and sciences.
In the words of cultural anthropologist Margaret Mead: “If we are to achieve a richer culture, rich in contrasting values, we must recognise the whole gamut of human potentialities, and so weave a less arbitrary social fabric, one in which each human gift will find a fitting place.”
Dave Farrell is a retailer with three decades of experience on three continents. He can be reached at alliance@vodafone.co.nz.
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