With the increasing popularity of online shopping, it’s easy to think brands with brick and mortar locations should focus marketing strategies on growing digital sales. However, according to the Robin Report 72% of Americans still prefer making purchases in-store. The in-store experience is important, and should be curated to appeal to a broad consumer base. Here are four tips to help curate and brand an in-store experience.
Table of Contents
Hire Consultants Not Salespeople
A clever way to reconsider in-store branding is to begin with employees. Salespeople pouncing on customers as soon as they enter the store is an ineffective and dated tactic that comes across as invasive and disingenuous. Train employees to be ‘consultants’ for your brand and experts on specific details of key products across all product lines. This shifts the focus to solving a problem for the customer, rather than making a sale. Customers are more inclined to make a purchase when needs are met and questions are answered.
Minimize to Monetize
Try thinking of your retail space as a gallery, and curate your product presentations accordingly. Instead of filling shelves and stocking every corner of the space with product, aim for minimal displays that feature specific products or highlight unique aspects. Minimal product displays suggest to customers that brands are less interested in pushing sales, and more invested in providing customers with products that are of high quality and value. If it shows that a brand is putting care into how products are displayed, consumers will pick up on it and care more about the products, too.
Channel Surf
Having a store doesn’t mean purchasing has to be confined to a physical location. Use in-store spaces, such as walls, shelves, floor decals or window signage to promote your brand’s online platforms to encourage online conversions. Different customers interact with brands in different ways, and offering a variety of channels from which to purchase can have a direct impact on sales. Customers may browse in a store but prefer to purchase online. Conversely, some customers may enjoy perusing products online and wish to come to the store to pick up purchased items when it’s convenient. The feeling of control and choice when purchasing is more effective in encouraging sales than promoting in-store impulse buys.
Create an Experience
Pop-ups are an influential marketing trend because they turn brands into experiences. But experiences don’t have to be limited to an off-site pop-up. Special events and promos can easily be held in-store to highlight a new product line or strengthen branding.
Create an interesting, immersive experience that customers can take part in and share, either with friends in the moment or online. For example, an outdoor equipment brand might offer in-store classes or workshops in hiking or camping, or a kitchen supply store may offer cooking workshops or lectures by recognized chefs. Consider sponsoring local events and having in-store signage or pamphlets that promote those events. This enables customers to visualize how products will enhance pre-existing hobbies or interests, which can directly influence sales.
In-store branding isn’t difficult, and can be enjoyable for customers and employees alike. It should suggest a multitude of ways that products are beneficial and how they will retain value in everyday life. Effective in-store branding will create lasting impressions that can positively sway future business.
Author: StickerYou Founder & President, Andrew Witkin
As the founder of a global e-commerce leader in custom-printed, die-cut products, Andrew Witkin is widely recognized as a leading authority on e-commerce, customization, startups, marketing and the tech economy. Witkin has also served as VP North American Licensing for Nelvana/Corus Entertainment and Director of Marketing for MegaBrands/Mattel.
About Carson Derrow
