Social class differences influence both stores’ product lines and styles in two main ways. The first is that due to the ease of access to disposal funds for the upper-middle-class consumers, they can afford complicated product designs that would require more resources to make. For example, they will more easily afford Purple Heart Wood furniture, which is considered one of the most expensive woods used in making furniture. On the other hand, products targeting lower-class consumers will be made from cheaper options and have simpler designs that do not require much labor. It is critical to mention that the product lines and styles will differ in their durability. Notably, the higher social class will get more durable furniture compared to the lower-class consumers. This is because they are also assumed to be able to afford extra costs that would go into the maintenance and coating of the furniture.
Indeed, the social class will also affect how advertising is done for the two groups. Arguably, both groups will be targeted using the same media channels. The company will reach out to its audience through both digital and traditional media. For digital media, the company will use social media, website, and email services to reach out to its target audience. The main difference with how this will occur is that the targeting or grouping for digital advertising will be different. For example, the lower-class consumers will be targeted by creating a digital contact list on social media and sending bulk messages of their preferred furniture pieces. The same will be done for high-income individuals. It is also important to note that although both groups will also be targeted using traditional media, different platforms will be used based on their social status. For instance, billboards and radio ads will target the lower-class consumer, while TV and newspaper ads will target the upper-middle class.
Interestingly, the copy and communication styles used in the adverts will also be different. This is even though the messages might use the same channels. It is critical to note that their social class differences will determine the messaging for the two groups. For example, upper-middle-class consumers will appreciate messages on the sophisticated design, contemporary nature, look and feel of the furniture. It is these elements that will encourage them to purchase the different brands being offered by the store. On the other hand, the lower-class consumers will respond better to advertising that indicates affordability and quality. It is critical to note that both groups would engage with the brand based on its quality. Traditional media is mainly for the broader population. Thus, it should be a strategic combination of advertising messages for both groups. Printed catalogs should also target both groups as they are done in bulk. Arguably, printed materials with specific messages for the two groups can be handed out in the individual stores. This means that the high-end consumers will only get catalogs that show their preferences, and the same applies to the low-income consumers in the lower-class store.
Social class differences will also affect the payment policies of the two stores. As mentioned previously, the two groups have different accesses to disposable funds. For the upper-middle class, disposal funds are easier to get than the lower-income families. Therefore, they have more payment options, such as debit cards, credit cards, or even cash. On the other hand, lower-class families might only have cash and debit cards. One of the reasons why credit cards are not encouraged for lower-class individuals is that it puts them in more debt. Paying these debts in full can be challenging due to their social class. However, the lower-income store can also provide installment payments for its clients. This allows individuals to shop, take their products home, and pay for them every month.