Lessons learned from the ‘Barbie’ craze

The movie “Barbie” is a huge hit, grossing more than $1.3 billion globally to date. I initially resisted going, but then all my friends wanted to see it so I dressed in as much pink as I could and went. I figured there must be something I could learn and apply to retail flooring.

Following are some of my takeaways:

1. Barbie movies are known for their vibrant colors and attention to detail. My friends, young and old, enjoyed the colors and dressing up. Similarly, a flooring store can focus on creating visually appealing displays in its showroom and using high-quality images and videos in its marketing materials. Being innovative and creative is important for anyone in business. Barbie movies maintain a level of quality and often introduce new concepts and themes in each installment. Similarly, a flooring store can focus on delivering high-quality products and staying updated with the latest flooring trends and innovations. Why not do a makeover or add to your showroom theme quarterly or seasonally? If women are truly our customers, most of them want the new styles every season.
2. Educating the customer should be a focus of a flooring store. The Barbie movie conveyed positive messages and lessons. A flooring store can educate its customers about the benefits of different flooring types, maintenance tips and eco-friendly options to build trust and loyalty.
3. Stand out from the pack. Separating your business from your competitors can be done by knowing your customers preferences and needs and providing a variety of flooring options, styles and price points.
4. Look for ways to collaborate with other businesses. In the movie, the Barbie brand collaborated with other brands or characters, thereby expanding its reach. A flooring store should also consider partnerships with interior designers, home improvement shows, realtors or local businesses to increase visibility and potentially reach a new audience. Remember, your brand is what makes you different and makes the customer choose your brand over your competitors. You must continually stay in front of your customers and never forget that others are doing the same.
5. Storytelling is something flooring stores don’t talk much about. “Barbie” was compelling in that it told engaging stories that resonate with their target audience. In that same vein, flooring stores can also incorporate storytelling into their marketing by highlighting real-life success stories, before-and-after transformations and/or customer testimonials that highlight the quality and impact of the flooring products they offer.
6. Make selling fun! Seasonal promotions are always good to have, but how about putting on an event with a Barbie theme? Craft stores like Michaels or Hobby Lobby may carry Barbie-related craft kits or materials for DIY Barbie projects, parents will bring their kids.

Being innovative can be a struggle for most stores. Look to Barbie to give you some ideas on how to inject some fun into selling. You must continually stay in front of your customers and never forget that others are doing the same.

Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com.