Retailers are seeking to strengthen their relationship with consumers by examining how they make choices among the available products and services. A striking example is Toys R Us’s Christmas initiative, “I Choose My Toys.” Thirty children are invited to browse a store for two hours to select the toys that appeal to them. At the end of this shopping session, a sociologist specializing in childhood will interview them to understand the motivations behind their selections. Parents can register their children online to participate in this prize draw, the results of which will be announced on November 9th.

This approach, echoing the Panel Test launched by Carrefour at the start of the school year, reveals retailers’ desire to better understand their customers’ preferences, rather than simply rewarding their loyalty or purchasing habits. The goal is to grasp the underlying reasons for consumer choices in order to improve the relevance of the offers presented. This empathetic approach underscores to consumers that they have real decision-making power, not only in the virtual world but also in their actual shopping experience.

Each week, Interbrand’s “Buzzword” doesn’t just follow fleeting trends, but highlights a proven marketing concept. We invite you to discover, through a brand initiative or a current trend, one of these fundamental concepts that shape the retail landscape.