Offering tantalizing items to purchase as extra gifts can empower your customers to become happier.
President of Unity Marketing Pam Danziger explains, "With the economy still on the skids and the employment picture murky, many Americans are unlikely to realize the bump in income they believe will make them happy."
Citing research by Harvard Business School professor Michael I. Norton, Danziger surmised that retailers can tap into that opportunity and play an important role into making shoppers happier this Christmas season.
In Norton's study, consumers were given cash and were directed to either purchase a gift for themselves or for someone else. His results found that those who bought gifts for someone else became happier as a result of giving gifts.
"This is an important message for those who sell gifts -- and that is almost every retailer or marketer. Gifting is becoming more important to consumers, with nearly all celebrating Christmas, Hanukkah, Kwanzaa, or some other end-of-the-year gift-giving holiday. Combine these with other popular gift-giving holidays and occasions like Valentine's Day, Mother's Day, Father's Day, and birthdays, and it is clear that many consumers are always on the look-out for the perfect gift," reported Danziger.
Danziger highlighted the importance of gifting and making customers feel good, suggesting that retailers should "put their best gift selections up front and center, and make sure all sales staff are expert in helping the customer find a good gift from among the store's merchandise."
"They need to happily offer services to gift shoppers, such as quality gift wrapping and rapid checkout. More than ever in this tough economic climate, customers want their expenditures to make them feel good. Gifting is a sure bet in this department."
