How Merchants Can Become Provocateurs This Holiday Season
Granted, merchants could get discouraged by the fact that almost everything they create or market isn't truly a necessity. Consumers could live without most of the novelties, luxuries, and bells and whistles that you add to the marketplace. But how much fun would it be if everything you used on a daily basis was plain vanilla or of the generic brown-bag variety? Not very. In an article on leadership, business strategist Randy Komisar wrote “What we need is a set of constant provocations.” I couldn’t agree more.
Merchants therefore must be masterful provocateurs. They must entice consumers with things that are on their potential wish lists; things that they dream about; and items that must be deemed “covetable,” “lustworthy” or “swoonworthy.” (These are words I’ve actually seen used in ads!) Merchants must spend their time making the ordinary extraordinary. It's not an easy job.
Cambria Cove has a wonderful collection of non-necessities. It specializes in “unexpected delights.” It describes its purpose this way: “To provide authentic and unique treasures to share with those you care about. Our gifts — and the amazing stories behind each of them — combine to create a special memory. Present yours in our gorgeous gift box to make that moment even more extraordinary.”
The merchants at Cambria Cove have provoked me to put one item in particular on my Christmas wish list. Their purple Stephanie Johnson graphic iPad cover “crafted of sueded fabric in hypervivid colors with a softly cushioned nylon interior” will be the perfect new accessory for my well-worn purple leather briefcase. Combine that item with the matching flat pouch and minicase and I'm left feeling that I just can’t live without these. Basic office accessories have just been elevated to a new level!
Merchants provoke. That's their task. How many covetable products are on your wish list this year? What unexpected delights do you have in store for your customers this gift-giving season?