REVEALED-8-January-2023 - Magazine - Page 21
Celebration and Joy
BY GILBERT RUSSELL
Your store is beautiful, your product’s well chosen and your staff well trained. You will make the sale if you can get customers
into your store. But in uncertain economic times, getting customers through the door is getting harder and harder.
What will bring them in? Ads on Facebook. On Google? What will the ads say? Forty percent off? Sixty? Can you survive the hit to
your margins? How do you get people shopping when they’re not in the mood to buy?
Make Your Store Special
The Best Event for Building Your Brand
Consumers are in the mood for celebration and joy. They are
Every store should have an anniversary celebration. There’s
hungry for community, for connection. Offer special events in
a no better chance to talk about you, the store’s history and
your store. Invite consumers into your store for reasons that
mission. Celebrate the milestones and the bumps along the way.
have nothing to do with the product. With a great product
Including your customers in your journey makes them identify
selection and excellent staff, they’ll leave with a purchase.
with your brand. They will feel invested.
Special events can be as big as a full-on party with a band
Your events don’t all have to be about lingerie. Brainstorm ideas
and balloons or as small as an after-hours poetry reading. It’s
that are adjacent but supportive of your brand. Are you all about
important to vary the size of your events. Your customers will
luxury? Host a champagne tasting. Is caring for women’s well-
appreciate the variety and you won’t overextend your staff.
being a priority? Bring in guest lecturers on women’s health
Think of events like the jewels on a necklace: you want a pattern
of small, medium and big events. Your events can be weekly,
monthly or annual.
Make sure your events are true to your brand. For example,
don’t plan a burlesque night if you are an earnest, conservative
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