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COMPETING FOR HER ATTENTION Tap into the mind-set of today's shopper to determine what motivates her to buy and how you can capture her attention. WITHIN THE LAST DECADE OR SO, MANY FACTORS— such as the Internet and a sluggish economy—have impacted the way people shop. There's no doubt that today's consumer differs greatly from shoppers of yesteryear in that she has quick, easy access to much more information and knowledge and, therefore, yields much more power. Thanks to rapid advances in technology— smartphones, iPads, tablets and beyond—the retail landscape is always changing. In fact, online shopping has increased significantly and is now the No. 4 channel shopped in the past three months behind supermarkets, mass merchandisers and even drugstores. In an effort to effectively target today's consumer, marketers must first understand how she shops, as well as her expectations, values and ever-shifting mind-set. Retailers are continually reinventing themselves, and the success stories are offering a top-notch retail experience fused with technology and lots of innovation. Simply put, they're truly catering to her needs and lifestyle. To uncover the facts about today's modern shopper, Beauty Store Business spoke with top retail expert Cynthia Walsh, vice president of consulting services at New York City-based WSL Strategic Retail—a marketingconsulting firm that works with retailers and studies shoppers' habits. Here, Walsh shares many insights into the shopper's shifting mind-set. 42 July 2013 | beautystorebusiness.com Thinkstockphoto.com by Regina Molaro