We live in a volatile world where the speed and spread of information, misinformation and off-the-cuff opinions can damage people, businesses, and governments in a matter of minutes. We also live in a non-private ecosystem where everything is open to the dangerous tactics of groups and individuals with a negative or potentially disruptive agenda.
Since Estee Lauder first introduced the free gift with purchase in 1946, retail brands have been wracking their collective brain in efforts to triumph in the “surprise & delight” of customers. From free samples, to surprise birthday gifts and loyalty perks, we seem to have seen it all at this point.
A lot of ink has been spilled about how the pandemic has shifted customer expectations and put new pressure on retailers. For example, research shows that almost 32% of shoppers expect customer service to be both more empathetic and responsive in a post-pandemic world.