As a retailer you want to be as relevant as possible to customers. At the same time, you have to deal with enormously differing wishes from potential target groups . Even within the same generation. In the book Shopping 2030: decisiveness required in a decade full of change. We speak in this context of the ‘I-customer . The we-customer’. The we-customer is super aware and concerned with the social interest. For example, the we-customer is very Honduras Email List much concerned with the possible environmental consequences of the purchases he makes. Where possible, he buys sustainable and local products, which are produced under good working conditions. The we-customer also doesn’t mind spending a little more money on this and is happy to wait a few days longer for his package if this means it is a greener choice.
For the I-customer, who is extremely demanding, instant gratification is the Honduras Email List norm. Even same day delivery is no longer good enough – due to the emergence of speed cameras such as Flink and Gorillas . The I-customer prefers to have his order within the same hour. A sustainable choice is a plus, but not essential for the I-customer.
Sustainability from the we-customer
As a society, we are becoming increasingly aware of the impact our Honduras Email List behavior has on the environment. Nevertheless, we mainly place the responsibility for sustainability outside ourselves. That is primarily a task for producers and governments, we only point to the consumer in third place, according to consumer research by the GFK in August 2021.Although you can still survive as a retailer without a sustainability agenda, this will probably be impossible in 2030. The pressure from the we-customer continues to increase. It is also looking for organizations that do not make more sustainable choices because of legislation and regulations, but because they believe in this.