A tailwind. An accelerator. A game-changer. However you think of the global pandemic, it has changed the lives of millions of people in a matter of weeks. And it has accelerated existing shifts in consumer behavior. One of them is the rise of ‘bothism’; this is the desire of consumers to combine both ends of an equilibrium. Consumers want sustainability AND performance, the convenience of data (support) AND privacy, the attire of a global brand identity AND the ‘personal touch’ of local brands, tech support AND digital detox, ownership AND access to products and services…

In this blogpost, Heidi Turner, Senior Research Manager at InSites Consulting in Australia, explains how adopting a non-compromising ‘bothism’ mindset aids retail to survive and even thrive in challenging times.

Retail in Australia has been under pressure; retail spending reached a 28-year low in 2019, the bush fires added more pressure; multiple employee underpayment scandals rocked the industry. All of this even before COVID-19 hit our shores. Many retailers – which we all thought were ‘too big to fail’ – fell. The capabilities that unite those that survive and even thrive in these fickle circumstances are their focus on the consumer, understanding their unique needs, and providing a relevant solution without compromise.

Understanding unique needs

Tech streetwear brand TO {BARWYN} AND BACK, for example, makes high-performance clothing from recycled materials; but they do not compromise on a distinctly alternative Melbournian style. That’s because founder Gemma Baxter, an avid cyclist, found a hole in the market; her functional yet fashionable clothing bridges the gap between activewear and workwear. Her range offers smart functionality based on consumer-centric designs. Skirts and dresses can be toggle-tied to lift the hem when cycling – preventing them catching in gears, wheels or chain. Also, you can attach your keys, wallet or mobile phone to integrated D-rings in the clothing – avoiding uncomfortable, bulging pockets. Eyelets in jackets secure your earphone cord to stop it snagging at buttons, helmet straps or handlebars.

Her fabric specs read like something from a professional sports arena; moisture wicking, antimicrobial, water repellant, quick drying, hi-viz, reflective, UV resistant… the list goes on and on. All of this in addition to often being sourced locally and made from recycled materials. One of her fabrics, for example, is woven primarily from recycled plastic water bottles. And somehow, she also manages to make them feel good on the skin too. TO {BARWYN} AND BACK is a fantastic example of how a savvy retailer can avoid any trade-off between performance and sustainability. It represents the best of both worlds, and consumers are lapping it up.

The secret of TO {BARWYN} AND BACK’s success thus lies in the fact that the founder and her team understand consumers’ unique needs, and provide a solution without compromises. The brand is ‘consumer centric’.

Wish to know more about this concept? Download our latest digital bookzine Better Together: From Consumer Intelligence to Consumer Centricity.