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I’ve been working as a marketing strategist for seven years, and my experiences as a consumer have shaped my approach. I know what it’s like to feel frustrated when brands don’t cater to your individual needs.
In a recent study I conducted for a client, I learned how consumers from underrepresented communities feel about the customer experiences they receive. People with food allergies, larger individuals, vegans, and others shared their frustrations with the lack of accommodation and understanding from brands.
This issue isn’t limited to the hospitality industry. Studies have shown that unfair treatment based on race or gender is prevalent in retail settings. Women often face higher prices for similar products, a phenomenon known as the “pink tax.”
These negative experiences lead to lower conversions and repeat purchases. When people feel overlooked or marginalized, they are less likely to engage with a brand.
To improve conversions, it’s essential to eliminate identity-based friction in the customer experience. By acknowledging and understanding the diverse needs of your customers, you can create a more inclusive and welcoming environment.
Avoid “othering” people and make sure all customers feel like they belong. Labels and categories can alienate individuals and lead to a negative customer experience. Instead, focus on creating a space where everyone feels valued and respected.
Don’t force customers to disclose their differences. Provide options and accommodations without requiring individuals to draw attention to their unique needs. By making these adjustments, you can ensure that all customers feel comfortable and supported.
By delivering better customer experiences, you can increase conversions and build loyalty among all your customers. Take the time to understand and address the needs of underrepresented communities to create a more inclusive brand.