‘You look at a poster of mouth-watering cheeseburger outside a fast-food retail chain, go inside, smell tempting food, check the signage for healthy wheat buns, the employees ask you for your choice of burger and whether you want a take-away or have it here, you buy it and leave by grabbing your bite.’
This is exactly ways in which perfect retail store branding is done which influences people to buy your products and sale increases. When any retail store chain or a smaller retail store is following correct branding techniques, a larger customer base can be targeted and sales can increase simultaneously. There are certain strategies that a company needs to follow for retail store branding in order to make its brand stand apart from the crowd. The customers must be able to associate themselves with the brand and find relativity in their products and brand identity. The brands these days are more of lifestyle partners that people relate to and become loyal to it. Due to proper consistent branding, a trust is developed over the time between the brand and the consumers which in turn forms a loyal customer base in the long run.
The 5 main methods for retail store branding are as follows:
1. TRAINING OF EMPLOYEES:
The employees in a retail store brand must be loyal to the brand first and later on the consumers follow suit. They must love the brand to forward that appreciation of the brand to the customers. Proper customer service and facilitating logistics are the primary goals of the employees. The staff must be pleasing to talk to when the customers ask them for some information. They must be well-aware about the products offered and must have a sense of empathy to provide all the information to the consumers while being kind to them.
Employees are a reflection of the brand as the customers directly come in contact with them and if they are treated exceptionally well, they put the brand in their good books and become a loyal customer. There are also shopping specialists at clothing brands who make the customers so addicted that people especially come to the store to purchase with their help. A good personnel gives full knowledge about the uses, merits, the brand information to the customers so that they can weigh the pros and cons instantly in the store and ensure quick decision making.
2. WINDOW DISPLAY AND SIGNAGE:
Half the amount of customers look at the outside display of the retail store and then make decisions of whether to enter the store or not. That is why; the window display must be appealing to the potential customers and passersby. The display of the retail store also changes each and every season. Be it festivals or national holidays, every new event calls for a wonderful new display depending on which event it is. This gesture shows the customers that the retail store is continuously updated and they have new stock to offer for every season and holiday. This decoration at the window display can also dictate a particular story or theme depending on the values followed by the brand.
First impression of the retail store is very crucial and a signage outside regarding the USP of the brand can attract a lot of potential customers to it. The signage can also be inspirational or funny depending on the relationship the brand wants to build with its customers. It can also speak about the season, offers, festivals and related discounts offered by the brand because of the holidays.
3. PROVIDING PERFECT IN-STORE EXPERIENCE:
The entire experience inside the store including visuals, lighting, scent or music must flow together harmoniously to create a wonderful ambiance for the customers. It gives an amazing first impression and well-set ambiance makes the customers stay long at the store, choosing and purchasing what they want at peace. Customer service is enhanced by a comfortable in-store experience. The lighting must not be too bright or too dull. There must be a balanced moody lighting so as to make the store look edgy and masculine. While for a children’s retail outlet, playful and colorful lighting can be done to attract small children instantly towards the store.
Especially, in a fragrance, spiritual or religious store, the scent inside the store is very crucial as the customers moods are affected due to it. Delightful lavender aromas in a spiritual store with healing crystals, incense sticks, etc. can liven up the moods of the customers. Also, soft and soothing music played at the background of a clothing retail outlet is very much appreciated by the customers. It passively stimulates a relaxing effect on the minds of the customers and they can shop peacefully without any disturbance.
4. SOCIAL MEDIA:
People spend most of their wakeup time on electronic gadgets and 60% of it on social media platforms. Social media has become a crucial part of businesses as well because if they want to advertise and want maximum consumer base to see it, they just have to post relevant information about their brand on social media platforms. The brands can rope in social media influencers or famous personalities to creatively market the product and develop an attractive brand aesthetic among the target audience. The brand can be wide reached among specifically aimed audience and the visibility of the products and new launches can be increased with organic techniques or regular payments on social media platforms for boosting and increasing prominence.
5. DEVELOPMENT OF VALUES AND SUSTAINABILITY:
As a social responsibility towards the society, every brand must follow a certain code of conduct, value system, and sustainability standards. A brand can successfully work long term when it follows certain code of conduct. Its activities must be carried out keeping in mind the sustainability of the society and environment. A successful brand never ever functions by causing harm or damaging the environment. A good brand image of the retail stores are built when they are environment –friendly. Recyclable raw materials and products that are ethically sourced must be used. Many clothing retail stores have stopped using fur because of harm to animals. They either use faux-fur or nothing at all.
The social issues also must be dealt by the brand for positively influencing the society through them. The value system that a brand encourages is very important. It may either concentrate on values of gender equality in a society or prevention of child labor but it must support a cause in order to build a good brand identity in the society. A brand that supports positive body image does not influence the teenagers and young adults to achieve a size zero figure in order to promote good and healthy eating habits. Thus, a successful retail store branding also influences the consumers in positive and progressive ways.
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