Handle the name of your store as a brand which projects just as strong an image as the name appearing on labels on any of the products your store sells. In a shopper survey sponsored by the Wharton School of Business, the Verde Group, and the Retail Council of Canada, the single most important driver of customers coming back was what the researchers called "brand experience."
- How exciting is the design of your store, and how imaginative are the ways you work the name of your store into the décor? Each time the name of your store appears on a shopping bag, do the font, the color, the background design, and the rest all team up to project the impression you want people to carry around?
- How consistent is the quality of your products balanced against considerations like price? Plenty of shoppers will sometimes want to pay less and so will settle for "better" instead of "best." But the customer who buys a product they've known to be the best expects to get that same sterling quality when they buy another product with the same name on the label. Whenever your store's name appears as the house brand name, the quality level should be predictable, whether the product is green beans or auto shock absorbers.
- If your store is one of a chain, if you operate under a franchise, or if you're in a retailer cooperative, the name you use is probably used by others. How well are you teaming up with those others to help them project the quality of the brand? When you discover better ways or tools for doing business, are you sharing those with your namesakes? Do you take time to thank them for what you learn from them about upholding the brand?
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