We often do some research before making a purchase, such as digging into the background of a company, exploring specific products, or simply making sure we understand how to use something before we buy it. However, in the realm of pleasure products, it is common to encounter customers who have little or no knowledge of the products we offer – or even a clear idea of what they are looking for.
For such customers, stepping into an adult store with hundreds or even thousands of options can be overwhelming, and it’s up to retailers and manufacturers to guide them on their journey. Of course, starting these conversations can be challenging, especially since we have no idea about a particular customer’s background and potential sensitivities. That’s why an education-oriented approach is crucial, especially when clients are encountering sexual health information for the first time.
It’s not surprising that young adults are one of the demographic groups most curious about sexual exploration.
A conversation that should have taken place long ago
Despite the apparent wealth of information offered by the Internet age, the state of public sex education remains far from ideal. Whether it’s due to misinformation about sexual function and anatomy, or feelings of shame and embarrassment when asking questions, discussions about sexual health can be frightening or taboo for many people. As customers discover their sexual desires for the first time, retailers can help build their confidence by providing easily digestible information and designing their stores and sites as spaces for education on sexual health topics.
That could include creating information pages with information from health organizations and educators, or offering basic classes that familiarize customers with products and how to use them safely. For manufacturers, offering information on safe storage, cleaning and use, plus hiring or consulting sexual wellness experts to provide feedback and advice on product packaging, is critical to building customer trust.
Fortunately, we are entering an era where discussions about sexual health are becoming increasingly common. Online discourse around sexual health gained momentum during the COVID-19 pandemic, when companies and pleasure product sellers had to get creative about hosting educational spaces. Zoom parties and virtual sessions replaced traditional in-store events, giving customers an accessible resource to search for information and learn more about the products offered.
For many retailers, this has helped build a community of consumers looking to expand their knowledge of fun and discover products they might otherwise have overlooked. Meanwhile, better understanding which products met their needs gave consumers more confidence in their purchasing decisions, online or in-store.
Fun: the next generation
It’s not surprising that young adults are one of the demographic groups most curious about sexual exploration. This trend is increasingly visible on college campuses, where student and university organizations offer programs and courses around sexual health and wellness. As these learning opportunities expand, individuals in this demographic are excited to discover new experiences and products that prioritize not only pleasure, but also their overall sexual well-being.
Helping these young adults build a strong knowledge base as they embark on their sexual journey provides the opportunity to develop brand loyalty early on, creating a lasting impact as they continue to explore their sexuality. Building a strong relationship with the student population also lays the foundation for future growth. They tend to flock to the latest trendy toy, sometimes fueled by something in the popular media. Their questions, comments and social media activity often indicate where their interests take them, providing valuable insight into emerging trends. As they grow older, brands can follow these trends and grow alongside them.
There is a theory that having an abundance of choices actually makes it harder for us to choose. Psychologist Barry Schwartz called this “the paradox of choice” – and it’s always a danger in adult retail, where shelves and websites can appear to the untrained eye full of similar or seemingly identical products all blending together. If you’ve never tried soda, could you differentiate between Coke and Pepsi? Probably not, at least until you’ve tasted different brands and learned to tell them apart.
How can someone without much experience using these products make an informed decision when faced with multiple dildos or strokers that initially look or feel the same? By providing the tools to educate and inform customers, we help cultivate their ability to distinguish between similar items. This helps them make purchasing decisions they’re likely to feel better about later – which, as any retailer knows, is how you get a repeat customer.
By prioritizing educational initiatives, whether through online resources, virtual events or partnerships with educational institutions, the pleasure products industry can break taboos, reduce misinformation and empower individuals to make informed choices about their sexual health. Embracing a culture of education helps the industry shine as a beacon of empowerment, promoting not only pleasure but also a holistic approach to sexual wellness. This not only promotes a more confident and informed consumer base, but also cultivates long-lasting relationships between brands and their customers. As societal attitudes towards sexual wellness continue to evolve, retailers and manufacturers have increasing opportunities to become catalysts for positive change – and boost their businesses in the process.
Nathan Hammerle is the marketing coordinator for Sportsheets and a sexual wellness educator certified by Ohio University.