Ball and Chain Shoppers – A challenge for retail brands

brand agency Melbourne

Finding the hidden opportunities for retail branding.

An interesting piece of the puzzle for retailers is managing the reluctant customer. So much focus goes in to setting up the store design and merchandising to cater to the customer whose interest brought them into the store. But what about the partner/friend/child who was dragged along with them?

Female fashion boutiques will sometimes provide a chair or bench for the weary shopper support person, but here is an opportunity missed. The ball and chain shopper – most often a husband or boyfriend – is a captive audience, and one trained to have a low expectation of the shopper experience. The opportunity for retailers is to turn that person into a happy dweller at a minimum, or possibly a positive advocate, and maybe even an enthusiastic shopper.

Four Retail Strategies for the Ball and Chain Shopper:
• Provide seating and magazines located in a position in the store where a male will feel most comfortable,
• Provide ipads with sports and news content,
• Furnish them with the ability to sign-up to a gift list for their shopping partner, to be prompted with valued gift ideas for birthdays, Christmas and anniversaries,
• Add a product line suited to that customer for them to browse whilst they wait, or build a strategic relationship with another retailer aimed at that market, promoting their products.

As with every aspect of growing your business, identifying weaknesses and challenges for your brand will help identify opportunities for growth.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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