2020 has a futuristic ring to it. With technology advancing like never before, why aren’t our retail customer experiences advancing as well?
Customers are becoming savvier when it comes to their purchases, especially if these purchases relate to intimacy and personal pleasure. Consumers not only research products and their intended end results, they also conduct price comparisons and scour online reviews.
It’s completely understandable that it’s not wise to try to compete with Amazon’s pricing, but there are things that brick-and-mortar and online retailers can do to stand apart from the competition. Creating customer-centric experiences can grab consumers’ attention and gain their trust and loyalty. Customers are looking for guidance, seeking authority, and want to feel special and appreciated. If you and your staff can offer extra services that elevate a consumer’s shopping experience, you can compete against larger businesses that don’t capitalize on fresh ideas and next-level touches.
Not sure where to start?
I recommend defining your niche. Sure, you sell adult novelty products, but you can always add a specialty to your overall business. Perhaps your specialty can be partnering with local physicians to offer products that support erectile dysfunction and prostate massage. Consider becoming the Honeymoon Entertainment Advisor for local brides by putting together kits based on their honeymoon destinations. Or, provide a place where bachelorette parties and ladies’ night out events can be held.
Take a moment to think about your customers and your location. What are your bestselling products and is there a theme to them? Is there a need in your area that should be filled, such as a bridal and birthday registry service? 2020 is the year to think outside the box, consider new options, and offer exciting elements that can make your business stand out from the Amazons of the world.
Change takes time — but, you owe it to your business
I can imagine quite a few of your heads shaking as you consider how difficult this all seems. When will you find the time or resources to make it all happen? Just like almost every business guru advises, take care of yourself and your business first. I suggest doing a portion of this work in weekly installments. You’ll be amazed how your efforts can create a snowball effect.
Another way to get started is to start small. Why not offer gift-wrapping services? You can do a test during Valentine’s Day — or Wife Appreciation Day on September 20 — to test customer response. College campuses with student health centers can be great partners — consider offering a 15% discount to those with a valid student ID. Have you thought about creating music playlists that match the theme of your customers’ purchases? Downloadable or flash drive options can offer romantic, energized or seductive music. Plus, you could tie your special offers to a specific purchase price point to encourage larger sales.
There are even simpler ways to jumpstart 2020 sales. Change up your store’s footprint by considering how consumers shop or focusing on a shopper’s height. When possible, a shop’s most expensive items should be placed at eye level to increase their sales. The average height for American women is 5’ 4” and the average height for American men is 5’ 10” — making the area between these measurements the prime area for most purchases.
Have you heard of the 90% rule?
Ninety percent of consumers will turn right unconsciously when they enter a store. This is primarily due to the majority of people in our society being right-handed, paired with American drivers learning to drive on the right side of the road. That means creating a power wall of products inside your store to the right of the entrance can help increase sales naturally.
Don’t discount your own knowledge
While your store may offer hundreds, even thousands, of products, most customers wouldn’t think to pair erotic dice with edible oral creams. Yes, many know that blindfolds and handcuffs seem to sell well together, but consumers don’t know what products should be paired. Use your knowledge to customize your own in-store or online kits and truly create combinations that can provide customers with a more all-encompassing experience. Your kit combinations can change monthly to keep customers returning.
Did you know that for many customers one of their great worries is where to store their new toy when they get it home? Having a small breathable cotton bag with your logo on it can serve as storage — solving their conundrum — and promote your brand. It’s small, thoughtful touches like this that can convey to your customers that you have empathy, are aware of their concerns, and you can be counted on to provide them with solutions no matter what they’re looking for.
Embrace the 2020 futuristic vibe
Perhaps adding an app, a delivery service, or an online quiz to match consumers with their ideal products can add a new element to your customers’ shopping experience. Consider taking advantage of the latest technologies available to retailers.
Consider outsourcing if you need help. There are agencies available that can help with services to update in-store layout and design, provide specialized product photography that matches your brand aesthetic, create customized content, assist with PR efforts, and develop marketing/growth plans. Often just having someone to bounce ideas off of can help a retailer hone in on where their business can immediately be improved.
2020 might be your most profitable year yet!
2020 is a new decade and a time of change. Making the decision to focus on your customers and expand your business possibilities can create new profit avenues. The customers of this decade are going to want something extra or different from what has been offered in the past — and with a bit of exploration and planning, you’re going to be ready to give it to them!
Sunny Rodgers is the founder of Sunsplash Media Group, a full-service retail growth and marketing agency.
