Why Authenticity in Retail Matters

September 7, 2017



We spend a lot of time discussing authenticity in the retail space.  An authentic business truly inspires consumers and ultimately prospers.  Conveying authenticity in a retail setting is more important than ever and easier than you think to achieve.


What exactly is authenticity? Per Simon Sinek, “It means that the things we say and the things we do are things we actually believe.”  At the end of the day, authenticity is the basis of “trust” a customer develops with a brand or retailer.  Trust drives sales and sales are the goal.


Ok, so how does a retailer achieve authenticity?  Since we produce a wholesale market where exhibitors are selling you their products, I bet you think I’m going to say you achieve authenticity with products.  Offering curated products that reflect your brand is integral to authenticity however there is something that must happen first.  The first step is BEING REAL.  This is what most brands and retailers find difficult.  However, if you know what makes you tick and what you stand for, it’s easy.  Focus on your purpose, your mission, your vision, your passions and most importantly, your customer service.


Here’s a simple exercise, imagine your shop is its own person with its own unique personality and identity.  Would you want to spend your free time with that person?  Whatever answer pops into your head is most likely the same feeling your customers get.  Be the person they want to hang out with and translate that into the experience they get when entering your door.


After you’ve nailed that down, start focusing on the products you sell.  Remember, today’s consumers are smarter and more empowered than ever before.  Their expectations are heightened due to over stylized social media posts and the “ease” and immediate gratification of Amazon.  That said, offer them an experience rooted in amazingly curated products they aren’t going to find at a big box store.  Give them a memorable experience buying unique and authentic products with a back story about the maker, brand or business which they can connect to…now you’ve got them hooked. 


Not to get too sappy but consumers, your customers included, have feelings.  In today’s crowded marketplace it’s hard to stand out from the crowd especially if you are a small business competing for a share of the wallet.  If a good story makes someone feel good, then a product with a good human story is more likely to be purchased because, bingo, it makes them feel good.  Authenticity really isn’t rocket science it’s more of an emotion than an action.


So, if you need help finding your authenticity, contact us today, and we can help.

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