Screaming in Retail

Human beings act toward the things they buy on the basis of the meanings they ascribe to those things. These meanings are handled in, and modified through, an interpretative process used by the person in dealing with the things he/she encounters. Shopping, then, can be viewed through the lens of how people create meaning during social interaction, how they present and construct the self (or “identity”), and how they define situations with others.  In other words, people need emotional connections as much as they need to know about the products you sell.  They may never admit it openly, but they do. Apple, after all, sells computers just like everyone else, but they’ve bridged the gap.

In terms of marketing materials and communication with your customers, this doesn’t mean using clichés and gimmicky messaging. It means conveying the things your products facilitate. By the time most customers actually consider making the move to finding a retailer, they have spent significant time researching specs, consumer reviews and feature lists – they don’t need more of that information from the retailer. Or, regardless of what your interests may be personally and professionally, they may not have cared enough to research a thing.  Consequently, marketing materials that convey how a brand will fit into their daily lives in a realistic way is far more likely to capture their attention than price listings and a list of technical information.

  • Incorporate references to how people might actually use the product in unexpected ways.
  • Don’t explain benefits in a vacuum, provide context and tie the product to other facets of their lives (. Subaru’s ads focusing on what a couple does on vacation rather than the car itself).
  • In addition to listing performance and feature information, list at least one direct connection between these things and an activity a consumer might be engaged in.
  • Limit the amount of text you plan to use and dedicate that text a conveying a story.
  • Talk about what the product is really for (e.g. the original iPod ads showed people dancing and enjoying life, they didn’t talk about the product directly).




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