How can brands make customer’s in-store experience more inclusive?

Retail has faced many challenges over recent years, from the pandemic to inflation and the cost-of-living crisis. With an abundance of options available for consumers, retail brands have had to adapt their approach to keep up with competitors in these difficult times. From phygital marketing to augmented shopping, various new trends have emerged. One of the macro trends that has happened in recent years (and will be around for the long term) is the call for retail brands to be more diverse and inclusive.

As diversity and inclusion is increasingly becoming a priority for consumers, brands looking to live up to expectations need to ensure they’re not only embracing diversity and inclusion online, but also in-store. So, how can retail brands ensure the in-store experience for consumers is just as inclusive as those that we find online?

Services

Regardless of age, ability and background – everyone is entitled to a safe and comfortable shopping experience. As a result, retail brands are making stores more accessible to consumer needs. Supermarkets such as Tesco, ASDA and Morrisons offer a dedicated quiet hour for shoppers who are elderly, disabled, neurodiverse or have young children. This provides a calmer shopping environment for those who are more effected by bright lights, loud noises, and busy environments. More recently, supermarket chain ASDA has trialed an in-store hearing service after partnering with Amplifon, a global leader in retail hearing care.

Providing services dedicated to consumers’ needs may not only increase footfall, but also help create a stronger, more authentic connection to shoppers and increase brand loyalty.

Store Presentation

Living in an increasingly diverse society, it’s only natural that we should expect to see representation in the world around us and this is certain true in the retail environment. Promotional images and advertisements in-store that don’t truly reflect our society can discourage certain parts of the population. Therefore, it’s vital to the success of any retailer or retail brand to use marketing and imagery that is reflective of the society in which we live.

Inclusive mannequins are on the rise, made to reflect a broad range of body types. Brands such as Nike have been celebrated for this approach, which provides more consumers with a better representation of themselves in-store.

Inclusive Products

In order to be fully inclusive, retail brands not only need to provide diversity and inclusivity through their services and store presentation, but also through the products they offer too. For example, in beauty, make-up brand Fenty Beauty has been celebrated for its extensive line of foundation which includes 50 shades, for a wide range of different skin colours. In fashion, sportswear brand, Nike, launched the world’s first sports hijab, whilst M&S has created an adaptive clothing line for children who have a sensory or physical disability.

As trends in retail will continue to emerge, develop, and change over time – diversity and inclusion will continue to stay a top priority for consumers when choosing a brand to purchase from. This means retail brands looking for growth and success in the upcoming years will need to embrace diversity and inclusion in its broadest sense in everything they do from product development to in-store promotion.