Retail therapy is becoming pervasive in our culture. Everyone, it seems, is jumping on the bandwagon. People want retailers to help them deal with the challenges of life and take their minds off its inevitable tragedies.
But, for the most part, retailers aren’t responding. They still see their operations in antiquated psychological ways. They view their customers as rational consumers instead of people primarily driven by their emotions.
The purpose of this post is to help you change your perspective if you are a retailer. You’ll learn how to take advantage of people’s desire for retail therapy. Here’s what to do:
Market The Therapeutic Aspect Of Shopping
Retailer marketing usually focuses on products or prices. After all, that’s the way firms won customers in the past.
But today, things are different. People don’t go to the store because they want a bargain. Instead, they do it to feel better. After all, there isn’t much else that people can do on a Saturday morning if they’re not at work.
As a retailer, you want to play into this. Point out how much better shopping will make your customers feel and what you’re doing to assist them with their negative emotions. Make it clear that you’re on their side in the fight against their mental health issues and that you have a plan to help them make the most of their lives.
Spice Things Up On Social Media
Facebook is dying a slow and tragic death. But there are plenty of other platforms out there that are thriving. Instagram and TikTok, for instance, are popular among shoppers looking for bargains and exciting content.
What’s great about these short-form platforms is how they can quickly engage and thrill customers. You have far more opportunities to show customers things that will encourage them to engage in retail therapy and just enjoy the consumer experience. Plus you can get them pumped about your new stock, particularly in the run-up to Christmas.
Make Your Store More Exciting During The Quiet Months
Retailers tend to go into a collective malaise during the quieter months of the year. They assume that demand is seasonal, so they don’t put in as much effort.
This approach, though, is a bit short-sighted. Sure, shelf barkers manufactured by Alplas don’t change throughout the year, but that doesn’t mean that the store has to be in stasis. There are still plenty of things retailers can do throughout the year to create “experiences.”
The best approach is to tap into existing holidays and seasons. For instance, in the middle of the summer, consider tapping into some of the magic of the midsomer season. Or in March, take advantage of patron saint festivals.
Appeal To The Shopaholics
Fundamentally, there’s nothing wrong with a bit of retail therapy. If people want to spend a bit of money to feel better, then let them.
Make sure that your marketing subtly appeals to the shopaholics in your audience. Tell them that you're waiting to welcome them with open arms. Let them know you’re doing everything you can to provide a therapeutic experience.
Author - chris
Author, Editor, Creator of this website.