Heal Shattered Confidence with Playthings

A recent Global Toy News posting describes how the Red Cross in Chicago monitors house fire calls and then dispatches a staff member equipped with an offer of shelter, debit cards, and stuffed animals. It’s reported that both children and adults love hugging the cuddly toys when confronted with the reality that the home they’ve known is disappearing into flames. Beyond this, if the people do accept the offer of temporary housing, it’s likely they’ll find toys and games when they arrive at the shelter.
     The stuffed animals bring comfort since they’re something substantial, but flexible, to hold onto. The toys and games bring relief by providing distractions that pass the time. Playthings douse the flames of shattered confidence. This would be true for your shoppers who have suffered losses as traumatic as a house fire. More importantly, it also works for consumers who are dealing with everyday events that chip away at their self-esteem and sense of stability. Whatever the ages of your target customers, offer them merchandise and services which encourage play.

• Mix fun with serious items. Researchers from New York University and University of Pennsylvania found that a shopper who makes a serious purchase decision is ready to buy an item intended mostly for play. Now, when your customer is looking around for playthings, you'll want to be sure you make those items easy to find. Have fun items available throughout the store and ecommerce site. Then display those fun items in ways which exude excitement and whimsy.
• Sell playthings embossed with a logo carrying prestige. Researchers at University of Minnesota found that a prestige logo on even a mundane product generates confidence. For the young child, the right logo might be a picture of Hello Kitty to impress friends, while for the teenager, the choice could be a rock star or special heartthrob. The Minnesota researchers were evaluating what happens with adults, and determined a Massachusetts Institute of Technology logo works well.
• Let people play in the store. Play puts people into what University of Chicago researchers called a “flow state.” Two characteristics of a flow state: First, shoppers buy more. Second, shoppers feel they have the skills to handle any difficulties. This is true even when there are substantial difficulties. Don’t aim to build unrealistic optimism or to unleash compulsive buying. But do be ready to help heal shattered confidence.

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Have Fun Items Throughout the Store
Notice Customers’ Cultural Aspirations
Flow Shoppers into Extra Purchases
Maintain Purchase Momentum in Customers