With rare exceptions, those of us who run specialty shops are not selling the basics needed for survival. Instead we are allowing customers a respite from their harried lives, and hopefully providing a pleasurable shopping experience.  As this flower vendor at the Dane County Farmers’ Market says on her sign, we offer emotional stimulus and satisfaction.

I am reading an interesting book called The End of Overeating by Dr. David Kessler.  He points out that the marketing of food is really the marketing of indulgence.  “We are hoping for a respite from daily pressures, and restaurants cater to that with food, imagery, and atmosphere that keeps us entertained.”

“Purchasing indulgent food is an inexpensive form of entertainment,” he quotes an anonymous food consultant as saying.  “You can indulge at any level, from the lowliest fast-food emporium to the fanciest white-tablecloth, table-service restaurant.”

How does this translate to your retail store?  You need to determine first whether your customers are expecting fast-food or luxury-level goods and services.  Your market will determine that, as well as how your area is faring in the current economy.

Once you’ve decided on the level of service and goods you will provide, it is a question of how you can best create a pleasurable shopping experience that will indeed be emotionally satisfying and even entertaining. 

On the most basic level, your store should be visually appealing, and your staff should be welcoming to each and every customer.  It is also important that you have stress-free, efficient procedures so that shoppers can make purchases easily.  The merchandise selection needs to include items that customers expect you to have as well as surprises that delight and excite.  What can you do to go beyond that level to truly indulge your customers, and keep them coming back?

Happy Retailing,

Carol “Orange” Schroeder