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Both current and former customers of the outdoor-clothing company Patagonia, for example, are more likely to consider themselves quite knowledgeable when compared to other shoppers, yet less equipped with social skills than the Lord & Taylor crowd. People who shop at Hot Topic, which caters to a younger, more alternative demographic, see themselves as highly imaginative, while patrons of Jos. A. Bank, which sells men's suits and business casual attire, see themselves as leaders.
Overall, these distinct personality types reveal the power of marketing, if done right.
One report anticipates that the retail industry alone will spend $15.09 billion on digital ads in 2016, followed by $16.95 billion in 2017 — a 12% increase. While it's important to know the best location to place an ad, knowing the personality of your intended audience is just as crucial....
There are potential strategic marketing advantages within the personalities of retail brands.