When most people think of boutique stores, they imagine high-end fashion retailers or home décor stores that target a very specific customer base. And while this is often the case, many boutiques cater to a more everyday audience.
Boutiques can and do appeal to a variety of people for a variety of reasons. Some people love the exclusivity of boutique stores and the personalized service they provide. Others appreciate the curated selection of items that boutiques offer or the unique styling that is often found in these stores.
So, who is the target market for boutique stores?
If you own a boutique or are planning to start one, then this question no doubt will be at the top of your mind.
In this article, we will discuss some of the groups of people who love boutique stores and why. We’ll also provide some tips on how you can reach these consumers and increase sales for your business!
Who Loves Shopping at Boutiques?
To best understand who is the target market for boutique stores we need to understand the need that people have that gets satisfied in a boutique store. By understanding this need, and therefore their motivation, we can classify boutique store shoppers into different segments.
The most important of these segments are:
- People who love the exclusivity of boutiques
- People who appreciate curated selections of products
- People who like to own fine objects
- People who enjoy personalized service
- Collectors looking for one-of-a-kind products
Let’s look closely at each of these customer segments.
1. People who love the exclusivity of boutiques
Some shoppers are willing to pay a premium for the feeling of exclusivity that boutique stores can provide.
These shoppers often view boutiques as a source of rare or hard-to-find items. They may also appreciate the VIP treatment that they receive when shopping at a boutique.
For these people, the experience of shopping at a boutique is just as important, if not more so, than the actual product they purchase.
2. People who appreciate curated selections of products
Another segment of shoppers who love boutique stores is those who appreciate the curated selection of products that these businesses offer.
These shoppers value the fact that boutiques carefully select each item that they sell.
This curated approach often results in a higher quality product selection than what is available at mass-market retailers.
Regulars of a boutique store will often develop a relationship with the owner or staff. This rapport provides shoppers with peace of mind that they are buying from people who know and care about their needs.
Often boutique owners will acquire items based on the specific requests of their regular shoppers. This creates a feeling of being catered to that is difficult to find in other retail environments.
3. People who like to own fine objects
For some shoppers, the appeal of boutique stores is the opportunity to own fine objects that cannot be found elsewhere.
These shoppers may view boutiques as a source of high-quality fashion, jewelry, or home décor items. They may also appreciate the unique styling that is often found in these stores.
Shoppers will visit boutiques to acquire fine objects not just for themselves but also for others. They could be looking for a perfect gift for someone. Or they could even have a professional interest in it.
For instance, one of the segments of the target market for boutique stores includes interior designers. Interior designers often shop at boutiques to find unique decoration objects for their clients.
4. People who enjoy personalized service
Good boutique stores are known for providing excellent and personalized customer service. This is due to the fact that boutiques typically have a lower customer-to-staff ratio than other types of stores.
This target market for boutique stores enjoys the personalized service that they receive when shopping at a boutique. They value the attention and care that they receive from store staff. They may also appreciate the ability to have their questions answered by knowledgeable salespeople.
For many shoppers, this experience of being treated as a valuable individual is worth the higher prices that boutiques often charge.
5. Collectors looking for one-of-a-kind products
Finally, some shoppers love boutique stores because they offer an opportunity to find one-of-a-kind products. These shoppers may be collectors who are looking for rare items. They may also appreciate the chance to find unique items that they cannot find anywhere else.
But sometimes, even every day people can find something special at a boutique store. This is often the case with items that have been handmade or designed by local artists.
These are just a few of the segments of people who love boutique stores. As you can see, there is a wide range of shoppers who are attracted to these businesses for different reasons.
Tips to Reach the Target Market for Boutique Stores
If you own a boutique store you are probably wondering how you can cast a wider net to attract more customers than just those in your vicinity.
Here are 5 tips that you can pursue to reach a wider market.
- Use social media platforms to showcase your products
- Use a newsletter to drive traffic to your store
- Develop a relationship with other local boutiques and collaborate with them
- Participate in trade shows and fashion events
- Develop an e-commerce store for your business
Let’s take a closer look at each of these marketing ideas.
#1. Use social media platforms to showcase your products
Many people who love boutique stores follow their favorite businesses on social media. This is a great way to reach out to potential new customers who may not even be aware of your store.
Use attractive and high-quality photos to show off your products. Use hashtags that potential customers in your target market are likely to search for.
You can also use social media platforms to run promotional campaigns or contests. This is a great way to generate interest in your store and attract new shoppers.
And if you have an online store, you can drive traffic to it from social media.
#2. Use a newsletter to drive traffic to your store
A newsletter can be a great way to keep potential customers in your target market up-to-date on what’s new in your store. You can use it to highlight new products, sales, or events.
You can also use your newsletter to drive traffic to your store’s website, eCommerce store, or social media platforms. Include links in your newsletter so that readers can easily find your store online.
#3. Develop a relationship with other local boutiques and collaborate with them
One great way to reach a wider customer base is to develop relationships with other local boutiques. You can collaborate with them on promotional campaigns or events. This way you can reach out to each other’s customer base and attract new shoppers.
This can be especially useful when you partner with a boutique store that you do not compete with. You can leverage each other’s synergies to reach a larger group of potential customers. You could even your products to each other’s customers.
#4. Participate in trade shows and fashion events
Trade shows and fashion events can be great opportunities to reach new customers. This is because people who attend these events are already interested in fashion and shopping.
You can set up a booth at a trade show or fashion event to showcase your products. Make sure to have attractive displays and plenty of business cards or flyers so that potential customers can learn more about your store.
#5. Develop an e-commerce store for your business
One of the best ways to massively broaden your target market is to start an online store.
Many people have started shopping online for things that, just a few years ago, they would have only bought in a store. If you want to reach these shoppers, you need to have an e-commerce store for your boutique business.
This doesn’t mean that you need to sell all of your products online. But it’s important to at least have a selection of items available for purchase on your website.
You can also use your online store to reach shoppers in other countries. This is a great way to expand your business and reach a global market.
Starting online stores is now fairly easy thanks to platforms like Wix and Shopify.
Summary
The target market for boutique stores includes people who appreciate fine objects and articles and a curated selection of products that are not easily found elsewhere.
People are also attracted to boutiques for the exclusivity and personalized service that they provide. Others, especially collectors, visit boutique stores for unique products that they cannot easily find elsewhere.
One of the best ways to expand your customer base is to take the business online. Use social media to showcase products in your boutique. Get customers to sign up for a newsletter to drive traffic to your store.
Partner with non-competing boutiques in your area and look for cross-marketing opportunities. Participate in trade shows and fashion events to get your name out there.
And finally, if you don’t have one already, start an eCommerce store. It could be something simple on amazon or your own dedicated store using a platform like Shopify or Wix.