Retail Lab: Why Shopping Should Be Fun
Retail strategy sounds so serious, and while it should be taken seriously, brands and retailers should always to striving to make shopping fun.
It’s simple, really when you think about it: shopping is a leisure activity, a past time, and that means it should be fun and filled with the joy and excitement that comes with finding exactly what you want and need.
Who does it best?
Drunk Elephant’s packaging: Brilliant products, simple usage instructions and clever marketing all contribute to a great shopping experience at Drunk Elephant, but for me the stand out star in the Drunk Elephant shopping experience is the packaging. The colourful bottles are easy to identify and it feels like a pick n mix experience in store, which further feeds in to the brand’s “skincare smoothie” advice. For those who love the brand, there’s the annual Drunk Elephant Trunk with all the best products housed in a limited edition suitcase. While skincare is serious, Drunk Elephant makes it fun and effective.
Summer Fridays’ product launch strategy: their recent Jet Lag Eye Mask launch had me gripped. Marketed as stylish eye gels that can be used in any situation, these blue patches were all over my social media feed. Summer Fridays went all-in on this launch and successfully managed to promote their Jet Lag range just in time for summer holidays. However effective the product is, the launch definitely made me want to try it out and be part of the club.
TK Maxx’s discovery masterclass: the OG when it comes to making discovery and shopping exciting. This is a retailer built on engineering scarcity, and it works. When you see something you like, you buy it immediately because there’s no time to contemplate. When you discover a new brand, you feel excited to try it out, especially at a discount.
Zara’s weekly fashion drops: these are designed to keep the retailer front and centre in customers’ minds so they browse the website, app and store weekly to make sure they don’t miss out on the latest drop. We all know Zara could make more of certain lines, but they don’t because they want shoppers to feel the thrill of discovering a gem and immediately buying it. It’s a thrilling shopping experience every time.
📌 Takeaway: I think brands and retailers need to take a closer look at their strategy and consider what they can do to make the experience more fun and fulfilling for customers. Discoverability plays a huge part in this, and Oliver Bonas is brilliant at using this to generate sales.
Why is this important from a retailer’s POV?
Increasing footfall and website traffic is key to driving sales. If customers are drawn to you because you offer something intriguing and unique, they’re more likely to browse and this increases their chances of making a purchase.
Fun fuels impulse purchases, and no retailer should underestimate the power of these unplanned buys to their bottom line.
Also, in a crowded landscape, creating a sense of joy can create repeat customers and drive recommendations.
Why do customers care if shopping is fun?
Whilst there are essentials we all must buy, shopping for fashion and beauty is almost entirely a leisire activity. Walking around the shops with friends, grabbing lunch, trying things on, and discovering new products and brands online or in store are what we only do if it’s fun.
Far from being a frivolous activity, shopping inspires connection and sparks creativity.
In short, we should always be able to discover something we didn't know we needed, and if it isn’t fun, we just won’t bother making the effort.
What creates excitement in shopping?
Some retailers are stuck with dead stock and others can’t make things fast enough.
What tips the balance in fashion and beauty?
Limited stock, timed stock drops and engineered scarcity;
Social media and marketing;
Innovation;
Bestsellers updated with new colours and prints drive repeat purchases from loyal fans;
Celebrity endorsement;
Quality products that you can’t wait to tell your friends about
Here’s a round up the best joy sparking strategies I’ve seen.
Pop ups like the Chanel Beauty Rouge Coco Playground are fun and drive engagement from those who’ve booked a slot and those just passing through Covent Garden;
Paid demonstrations and personalised masterclasses where products are redeemable against the price of booking make customers feel like they are valued and learning something from experts. I’ve done the ones at Bobbi Brown and Chanel and immediately felt excited to try more from the brands.
Fashion retailers who offer a personal styling service are going to build loyalty and trust, fast. Having a helping hand in a fitting room is pure luxury, and one many will pay for.
Who doesn’t love a freebie at checkout? Beauty retailers are renowned for this and it gives customers the chance to try something new (and hopefully buy full size)
Sample sales are underrated and often fly under the radar but by inviting along loyal customers to buy stock that is piling up in the office, retailers can foster loyalty and create genuine excitement about buying something no one else has.
Customer service at French brand Polène on Regent Street is a masterclass in how to make customers feel special. The sales associates know all the technical details about the bags and are happy to talk to you about which ones will meet your needs, leaving you satisfied that you made the right purchase.
What can retailers do to make shopping more exciting?
Ask customers what they want;
Create a community and include them in decision-making;
Build a customer-first strategy;
Create a narrative and story that works for your brand and business; it’s easier to build a strategy when you have a starting point;
Carry out regular comp shops to see what the competition is up to;
Look at stock levels and adjust your buying and merchandising strategies accordingly to ensure you always have fresh products available;
Create a promotional strategy that excites and delights without eroding your margin;
As a customer, what would you like to see to make your shopping experience more fulfilling? I’d love to know.