Today’s expectations of
In-Store Retail Branding
efforts and how to deliver on them!
Consumers don’t judge a book by its cover… or do they?
We live in a highly competitive retail world today. Marketing campaigns are created using state of the art visuals and proprietary graphic technology.
Consumers have come to expect a truly superior experience when it comes to visiting brick and mortar stores.
During a shopping trip, consumers expect you to give them a “personal experience”.
That means understanding their wants and needs and connecting with them on a personal level. This is achieved through a successful in-store marketing execution.
Consumers expect a story to be conveyed to them while they effortlessly navigate through the aisles. In other words, retailers are being held accountable for delivering a Disney-like experience. Magical!
A basic part of that experience is delivering effective branding that connects the retail store with the customer. And, it’s not as complex as one might think.
An important step is differentiating yourself from your competitors. That starts with clearly communicating your brand’s identity in marketing materials- your strengths, your look, your personality.
Here are 3 steps to make this happen:
1: Know your Target Customer
Determine who potential buyers are and tailor your in-store marketing accordingly.
Draw customers in and focus their attention on branding efforts and messaging that targets shoppers and meets their needs. Make these consumers feel understood and appreciated.
2: Designing & Delivering the Message
A logo is not branding in today’s world. Having all your merchandising materials match throughout the store is a good way to establish and reinforce your brand’s identity. Colors, fonts and other small cues communicate your brand’s personality.
Effective marketing strategies ensure all elements have the same continuity. Branding and messaging starts before consumers even enter the store.
Good Omni-Channel Marketing will convey the same design and deliver the same messaging throughout each channel.
- TV, circulars or radio
- Websites, emails, and social media posts.
- In-store Marketing Programs
3: Location, Location, Location
The importance of in-store merchandising placement is key to connecting with your customers and allows for successful branding efforts. Example: If you are targeting the organic shopper, offer programs like “Green Living”.
With the placement of this program throughout the store, it not only brings attention to these products but also positions your store as the go-to place for the organic shopper and demonstrates you understand their needs.
So, no matter what size a retailer is, a coordinated branding message is critical in terms of effectively using marketing dollars and generating sales impact.
Today, it’s not just about products being carried or sale discounts. Shoppers want and expect the Disney-like experience that makes them feel understood, satisfied, and that their money was well spent.
A strong brand message and personal approach in stores will bring you closer to delivering this customer experience.
Ultimately, that leads to them spending more time and ultimately more money in your stores.
About the Author
Carla Sager – Director of Retail Marketing
Carla started out as a graphic designer and has since had her hand in all aspects of Retail & CPG marketing. With 17 years of creative branding, graphic, and web design under her belt, she leads the charge into new advertising and marketing mediums but is equally satisfied optimizing existing strategies and creative. Carla tweets about her profession, travel, and the New England Patriots @RetailCarla. Connect with her on Linkedin today.