It’s so important for retailers to ensure customers are engaged, as research has shown that it leads to increased revenue and retention.
The problem, though, is that many of the leading engagement strategies, such as loyalty cards, are ubiquitous, meaning that businesses need to innovate to stand out. One way to do this could be to focus on customers’ hobbies, explaining how products can enhance experiences that they already enjoy.
Retailers Could Learn from the Entertainment Industry
The entertainment industry is often a good place to look for retailers who want to increase their engagement levels. Themed content is abundant, with titles designed to appeal to specific interests. At online casinos, for example, there are various fishing titles like the Big Bass Splash game, where players spin the reels to match virtual fish, as well as football-inspired games that draw on engagement with an existing hobby.
Television is another great place to find a wealth of hobby-based content. Along with various fishing programmes, there are series like The Great Pottery Throw Down and The Great British Sewing Bee, which focus on different interests. These offerings are designed to attract specific groups of people who enjoy these hobbies, but they can also help people discover new hobbies. Indeed, we already see some brands taking full advantage of this – like Minerva, who post videos engaging with the Sewing Bee and often highlight which of their fabrics or patterns are close to those used in the show.
Hobby-Based Advertising Can Show Customers Things They Need
The power of social media marketing has allowed retailers to zero in on their target audiences and ensure that advertising is being shown to the right people. This concept could be taken even further, with retailers dividing their audiences up into different niche hobby groups. This could be done through market research and profiling customers who have previously bought certain items.
From there, it would be possible to run hobby-based advertising campaigns, in which retailers advertise how their products can be used with certain pastimes. For example, a company that sells gardening products could show customers how certain tools make seasonal tasks easier, or a fishing retailer could show rods performing in different conditions. There could also be hobby bundles designed to provide people with all the things they need in one place.
Chance for Retailers to Build Communities Around Hobbies
Another way to keep customers engaged is by making them feel part of a community, and that’s something that’s easily achievable through hobbies. Some companies have shown how it’s possible to make this aspect part of the overall product, with Strava being a prime example. The exercise app is primarily designed to allow people to record their workouts, but it actively encourages interaction between users through likes and leaderboards.
Any business can try to tap into the idea of community building. It can be done through online forums and platforms, or there’s the option to arrange special events designed to attract people who are interested in the same hobby.
Hobby-based marketing could give retailers a way to stand out in an increasingly competitive market. If you’re looking for an inventive way to engage with your customers, consider undertaking detailed market research about your customers’ hobbies, and highlighting how your offerings can play a role in them.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
