As Michael Sansolo pointed out in Unseen Competitors, the way we receive and seek out information is changing each day. How we consumed media,  researched new products, or sought solutions, just last year, involves news sources and technology this year.

One thing that hasn’t changed: consumers want information. They want information on the solutions you offer to the problems they face. Depending on the product, or the need it satisfies, they may also want to know what their friends, or experts, think about this product too.

Earlier this month, Whole Foods caught my attention with this podcast on their blog about a topic important to us at Aisle7: Choosing Supplements for Kids.  Like our own content, they share an expert’s perspective on when a child might need to supplement their diet with vitamins and minerals, and how to go about selecting the right ones. While the content was insightful and potentially helpful, there was not much stated that offered a new perspective on the topic.

But, it was delivered in a new, unique way.

And that’s why it caught my attention. And I bet their customer’s too.

There’s a long list of benefits from using new media that go beyond cutting through the information clutter we see out there – building loyalty, enabling sharing of your branded content, supporting purchase decisions, reinforcing post-purchase decisions…the list goes on.

The question for retailers is: how can you help your customers find answers to their questions, or information that adds value to your relationship by utilizing new media?

There are things we all know that we know, except sometimes we don’t.
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By The Aisle7 Editorial Team
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