The Lifestyle Stories exhibit at ICRS was a hit, as retailers begin adding value for customers by creating in-store experiences that reflect how their customers live. The idea is to connect with retailers in a way that shows you understand and care for them. They feel valued and cared for, and they trust you because you can show you “get” who they are.
Lifestyle marketing offers brick-and-mortar stores a competitive advantage against Internet-only retailers because dealing with a robot algorithm only goes so far.
Jim Hauskey, DaySpring marketing director, was very helpful and supportive of the Lifestyle Stories display. He provided research and insights about this developing retail trend that has proven successful to build traffic and customer loyalty.
Hauskey offered a “Lifestyle Stories Grid” to help retailers understand the components of a focused retail strategy to implement merchandising that reflects targeted customer lifestyles.
The grid considers four components that reflect a typical customer enough to help retailers create a merchandising strategy. The components include:
Life Stage: We are concerned about different things at different times of our lives. Where is your targeted customer in life? A new mom with kids? A professional older woman with grandchildren? A middle-aged man who loves the outdoors?
Faith Stage: Where are your customers on their faith walk? Seeking? Just saved? Active believers?
Consumer Needs: What are they trying to achieve? Some spiritually lifting entertainment? Deep theological study? A little encouragement during a tough life situation?
New-Product Adoption: How do they buy? Do they need to be the first to own something or late adopters? Do they want affirmation of a purchasing decision, or do they want to lead the way in styles or trends?
Hauskey suggests using the grid to help focus retail strategy on specific customer types. That way product offers, display design, sign copy, advertising copy, staff engagement with customers, upselling, and check-out suggestions can be tailored to evoke emotions that relate to where that customer lives today.
Check out the guide, and think through how you might design an in-store experience for the typical customer you select to serve. Remember that while merchandising sets the stage, an event, workshop, study session or other opportunity for interaction with staff or others with similar circumstances can dramatically enhance your customers’ experiences in your store. Those are the kinds of things that make customers happy and satisfied – emotions that not only build loyalty, but also inspire customers to recommend and advocate for you.
Send us a photo or video of your lifestyle display! We’d like to share with others on this journey. E-mail: firstname.lastname@example.org.