What items should your marketing campaigns focus on right now?

What items should your marketing campaigns focus on right now?

In a 2003 study, researchers Mark Reynolds and Kristy Abrams identified two kinds of shopping: utilitarian and hedonic. Hedonic shopping, or shopping for pleasure, can meet essential needs too, fulfilling the consumer’s desire for fun, entertainment and satisfaction.



“ADVENTURE SHOPPING FOR STIMULATION AND EXCITEMENT”
Focus on playful items like handbags, wallets and accessories in bold colors by highlighting them on your front page. Remind customers of fun places beyond the home with product assortments that recall distant voyages and, where possible, matching imagery.




“GRATIFICATION SHOPPING TO ENHANCE MOOD”
This includes personal care accessories that complement at-home activities. The wellness category fulfills a core need for self-care and should be one to highlight in your communications.

 


“IDEA SHOPPING TO STAY CURRENT WITH TRENDS”
Outrageous and not-entirely-wearable catwalk-worthy pieces have more chance of being purchased now than in normal times: as customers want to have their minds taken off the current situation, they dream of dressing up again and you need to be there to inspire them.


This article is part of WeAr Magazine Issue 63.