Talking about a retail account is indivisibly talking about a focus on women. Whether your business is a store, a hardware store, a car dealership, your custard in the refrigerator at the supermarket, your products on the shelf at the grocery store or at a bank branch. She makes the decisions and influences virtually all of them. Saatchi NY knows it too, JC Penney has understood it and that’s why here are some interesting examples of retail TV advertising.
Let’s not underestimate it: she relates by similarity, not by competition. She laughs with others, not at others. She is more inclined to relationships, she feels better with details and cannot be more complex. She buys and decides, influences and sets the destiny of her spending and investments. She is the buyer in chief, and therefore, it is not in the least smart to ignore her.
Today, men and women have to design for women, avoiding the common mistake of thinking pink. It is up to us to dimension her complexity and at least suspect her links, to discover hidden truths in the direction of the best communication, the most intimate dialogue, the greatest relevance. We must give him security, experiences he wants to repeat, and of course, inspire loyalty beyond reason. That we call Lovemarks.
For me, to talk about retail is to talk about the woman, and to reach her heart, nothing more than focusing on her emotions, her intimacy and sensuality. However, as most retail sites are loaded with male decisions, it is difficult to reach women with that subtle trust sell that should already be replacing the conventional hard sell.
Lovemarks makes all the sense in the world in retail, as evidenced by JC Penney, an account that today enjoys the impact that is generated just by thinking, designing, creating and directing everything in its direction. Let’s see one more, which makes sense because she feels safer seeing the faces of others, feeling identified and achieving closeness by association.
Every day matters to detail, to connect with her, to attract her instead of interrupting her. Let’s gain her trust, based on legitimate dialogue and not just invasive advertising communication. Every day matters in a friendship, in a romance, in a relationship. Every day matters and that is why, in today’s worn-out advertising retail, it is urgent to innovate.
Every day matters. What do you think?