“We are competing with people’s couches
and warm homes and want them to come
away from that so that they can enjoy a festive
experience,” Redmond says.
Customers may not be aware of the subtle
things retailers do to make the shopping
experience better. Katerina Iliades has changed
shelf labels in her store that sells Greek and
Mediterranean food; the new labels give
shoppers tips about using the products in
recipes for healthy meals.
“We attract both foodies and health-
conscious consumers who want to make the
Mediterranean diet a way of life,” says Iliades,
owner of Greek International Food Market in
West Roxbury, Massachusetts. The labels are
inspiring home cooks who are buying more of
Iliades’ products.
Consumers increasingly want to know more
about what they’re buying — where it comes
from and why a retailer chose it, Castelan says.
Many owners like Iliades are sharing the stories
behind their merchandise.
“It makes people excited about purchasing that
product,” Castelan says.
Online retailers can also give shoppers a more
positive experience. When artist David Bridburg
gave his website a more upscale feel, using
photos of minimalist furniture and neutral
colors, he found that visitors stayed longer and
were more inclined to buy.
The changes have helped Bridburg, who’s
based in Avon, Connecticut, compete not
just with other artists, but any company
selling decor.