Strategies for Merchandising to Diverse Customer Bases

I began exploring global beauty markets in 2017. It's about implementing "Cultural Resonance Strategy" to connect with diverse consumers. After analyzing many beauty brands thriving in emerging markets, here's how they achieve success: - They tailor products to local preferences and needs - They collaborate with regional influencers and celebrities - They adapt marketing messages to resonate with cultural values This approach creates authentic connections across borders. Here's how to implement the Cultural Resonance Strategy: - Conduct in-depth market research on local beauty standards - Develop region-specific product lines - Create culturally sensitive marketing campaigns Remember, success in emerging markets requires flexibility and cultural understanding. A global brand with a local heart wins consumer loyalty.

The most diverse customer base in history: 4 generations of buyers… Selling requires an understanding of each group’s unique characteristics: 1. Baby Boomers (born 1946-1964) Characteristics: Value face-to-face interaction, loyalty, and quality. Many are financially secure and value stability and reliability in products and services. Strategies: • Trust: Prefer brands they can trust. Highlight long-term benefits, quality, and reliability. • Personalization: Make them feel valued with a personalized approach and don’t rush the process. • Face-to-Face and Phone Communication: They appreciate direct contact. Follow up with phone calls and in-person meetings. • Careful: Information should feel genuine not high-pressure. 2. Generation X (born 1965-1980) Characteristics: Values work-life balance, financial stability, and authenticity. They’re tech-savvy but still value traditional communication. Strategies: • Transparent and Direct: Dislikes flashy or gimmicky tactics. Provide clear, straightforward information. • Convenience: Highlight how your product saves time or simplifies their lives. Gen X is balancing careers and family, so efficiency matters. • Online and Email Communication: Comfortable with digital interactions but still value phone or in-person meetings for larger commitments. • ROI and Value: Financially focused. Explain the long-term benefits and financial gains. 3. Millennials (born 1981-1996) Characteristics: Value experiences, technology, and authenticity. They’re comfortable with online research and rely on peer recommendations. Strategies: • Social Proof: Use testimonials, reviews, and case studies. Millennials trust user-generated content and recommendations. • Experiences and Values: They are more likely to buy from brands that share their values (e.g., sustainability, social impact). • Digital Channels: They’re active on social media. Digital engagement through ads, influencer marketing, and interactive content works. • Options and Customization: They appreciate choices. Allow them to feel involved in the buying process. 4. Generation Z (born 1997-2012) Characteristics: Values authenticity, individualism, and is highly tech-savvy. They’re focused on social issues and tend to prefer experiences over products. Strategies: • Social Media Engagement: They spend a lot of time on platforms like Instagram, TikTok, and Snapchat. Engaging, visually-driven content is essential. • Authentic and Transparent: Gen Z can detect insincerity quickly. Be honest, transparent, and aligned with their values. • Speed and Convenience: They’re used to instant gratification. Streamline the sales process with quick responses and easy transactions. • Values and Purpose: Gen Z choose brands that are socially responsible. • Interactive and Short-Form Content: Capture attention with videos, stories, and engaging content (polls, quizzes, user-generated content).

🚨🛑 We often show happy humans of varying skin colors in our designs. It's 2024, most brands get it & I don't have to spell it out. But some... Are clueless saying things like "I haven't ever thought about it" Or give racial undertones, calling our designs "woke" Let me be clear Showing Your Target Audience in Your Images Isn't "Woke culture" - It's a SMART BUSINESS MOVE. We don't use diverse models just to make a brand appear cool or inclusive or even politically correct. It's a savvy marketing strategy that can directly boost your bottom line. 1️⃣ 𝐇𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐞𝐯𝐢𝐝𝐞𝐧𝐜𝐞: 𝐓𝐡𝐞 𝐃𝐚𝐭𝐚 𝐃𝐨𝐞𝐬𝐧'𝐭 𝐋𝐢𝐞 ↳Studies show that consumers are 2.5 times more likely to remember ads featuring people that reflect their own race, gender, and age. ↳When people see themselves represented, they feel a stronger connection to the brand and are more likely to engage with the content. 2️⃣ 𝐑𝐞𝐚𝐥 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐑𝐞𝐬𝐮𝐥𝐭𝐬 ↳Brands that feature diverse models in their advertising see, on average, a 15% increase in sales compared to those that don't. ↳Companies with ethnically diverse executive teams are 33% more profitable. 3️⃣ 𝐓𝐡𝐞 𝐑𝐞𝐚𝐬𝐨𝐧 𝐢𝐬 𝐒𝐢𝐦𝐩𝐥𝐞 ↳People buy from brands they feel understand and relate to them. ↳Showcasing your target audience in your product images, infographics, and other visuals shows you know and value them. ↳This builds trust, loyalty, and ultimately, revenue. So forget about "woke culture" - representing your customers is a smart, data-backed business strategy. Start diversifying your visuals today, and watch your engagement and sales grow.