The Bling Factor

I was recently at a conference where we were talking about the bling effect in retailing, one retailer in the audience was brave enough to mention he had no idea what we were talking about. Bling to some is a hit record called ”Bling Bling” made in 1999 by the group The B.G. This group is recognised as introducing the word bling into the English language. Bling is now recognised as expensive jewellery or a visual effect to denote light glistening off metal or jewels. Bling is also a term being used in retailing for a product range that glistens and also attracts a specific target market. Bling is being used as a method of adding value to a product to enable it to look more attractive to the target audience. The bling effect must be instant, it must also add value and therefore desirability to the product in the consumers eyes. The key is that the bling affects the emotional buying “HOT” button in the consumers mind. Every retail sector has a bling category that can make a difference. In the car parts industry it could be the glittery items sold to brighten up a car. In the fashion industry it can be the jewellery, but in the hardware industry it may be more attractive looking power tools. Don’t forget that Bling could make a difference in your business. John Stanley is an internationally recognised conference speaker and retail consultant with over 25 years experience in 18 countries. He has authored several successful marketing and retail books including the best seller Just About Everything a Retail Manager Needs to Know. John’s retail experience covers hands-on retailing in supermarkets, hardware stores, garden centres, farmers markets and drug stores. For more information John Stanley and his services visit his website www.johnstanley.cc