Branding Help for the Retail Sector
I don't believe that this will come over as overly snarky, however I do believe that these kind of common sense ideas will make everyone's retail experience better. If you own a retail store or chain, it will make your retail brand experience stronger, richer and more rewarding.
On another note, I don't think these ideas are too "boutiquey" for big box retail, in fact big box retail might want to read this post twice.
Attitude: Make sure you don't have one that offends. I'd rather see a big smile than to made to feel like I'm thankful for being able to shop in the staff's presence...
Good Music: Not Muzak. Not what my dad calls hippedy-hop. Renovation Hardware does a great job of this with their music, as does Victoria's Secret. What I recommend is something that reflects the brand and invites a variety of customers, not just your selected profile, to stay longer, enjoy your store, and not get bored. One never knows when your mom may want to buy the latest sneakers and may even buy several pairs if she enjoys the store environment, music included. There are always songs from each genre that have a wider appeal--it just takes a little bit of research.
Nice Packaging: A well done shopping bag is one of the best tools you can employ in the retail environment. You have the opportunity for each customer to walk around displaying your logo, so you may as well put it on a great-looking bag. Even better, on the higher end, when tissue paper and a box is included in the packaging, it looks great! Yes, it costs 4 cents per purchase and yes, it is remembered by everyone who ever sees your packaging. You want to make more from customers? this is a great way to start.
Attention to detail. I don't really need to explain, do I?
Last, Service minded, smartly dressed, and appropriately enthusiastic staff: Work on this aspect of your brand until you can't get any better, then make sure it stays that way. Your customer service representatives are your brand embassadors. They convey the experience of your brand, and what is discussed by your customers after they leave. How often do they talk about your logo or your lighting? Not very often. Thus, this aspect of your brand experience deserves considerable attention.
If you can get these five things right, it will lead the way for even more branding details to fall right into place.
On another note, I don't think these ideas are too "boutiquey" for big box retail, in fact big box retail might want to read this post twice.
Attitude: Make sure you don't have one that offends. I'd rather see a big smile than to made to feel like I'm thankful for being able to shop in the staff's presence...
Good Music: Not Muzak. Not what my dad calls hippedy-hop. Renovation Hardware does a great job of this with their music, as does Victoria's Secret. What I recommend is something that reflects the brand and invites a variety of customers, not just your selected profile, to stay longer, enjoy your store, and not get bored. One never knows when your mom may want to buy the latest sneakers and may even buy several pairs if she enjoys the store environment, music included. There are always songs from each genre that have a wider appeal--it just takes a little bit of research.
Nice Packaging: A well done shopping bag is one of the best tools you can employ in the retail environment. You have the opportunity for each customer to walk around displaying your logo, so you may as well put it on a great-looking bag. Even better, on the higher end, when tissue paper and a box is included in the packaging, it looks great! Yes, it costs 4 cents per purchase and yes, it is remembered by everyone who ever sees your packaging. You want to make more from customers? this is a great way to start.
Attention to detail. I don't really need to explain, do I?
Last, Service minded, smartly dressed, and appropriately enthusiastic staff: Work on this aspect of your brand until you can't get any better, then make sure it stays that way. Your customer service representatives are your brand embassadors. They convey the experience of your brand, and what is discussed by your customers after they leave. How often do they talk about your logo or your lighting? Not very often. Thus, this aspect of your brand experience deserves considerable attention.
If you can get these five things right, it will lead the way for even more branding details to fall right into place.
Labels: best practices, corporate branding
posted by matthew langley at
5:04 PM
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