TAMA at Swahili Beach, Kenya

How to Attract New Customers With a Diverse Assortment

Increasingly, customers are looking for unique and memorable shopping experiences, and are open to buying something fun and unexpected that catches their eye. Retailers can attract and retain these consumers to their stores, whether it’s a brick-and-mortar boutique or an e-commerce site, by offering niche, innovative, and creative products that can set them apart from their competitors.


Curate a selection of unique products

Retailers can curate a selection of niche and innovative products that are not easily available elsewhere. For example, a home goods retailer could carry products made from natural, sustainable materials, or a boutique could tap into the younger generation’s growing interest in gender-neutral fashion and offer unisex clothing for all customers. 

“Sometimes, expensive products are perceived as belonging to only high-end luxury brands, brands, but niche, innovative, creative and sustainable products are great stories that also create value for the customer,” says Gina Lewis, founder of FRTWN.

Offer personalized recommendations

Retailers can offer personalized recommendations to customers based on their preferences and or shopping history. For example, a beauty retailer could offer personalized skincare recommendations based on a customer’s skin type. Retailers can also host product demonstrations and events to showcase niche and innovative products they stock.

Collaborate with local makers and artists

Retailers can collaborate with local makers and artists to offer unique and creative products that cannot be found anywhere else. For example, a home goods retailer could collaborate with a local ceramic artist to offer a line of handmade, one-of-a-kind décor.

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