What’s the one thing brick-and-mortar retailers across the world have in common? If you haven’t guessed, they’re all struggling to increase foot traffic into their store and drive more sales. Even before the COVID-19 pandemic made online shopping indispensable, retail stores had been experiencing dwindling foot traffic.
Does this mean you should drop the curtain on your store and move to the e-commerce landscape? Absolutely not. While the e-commerce industry has experienced a growth spurt in recent years, it’s also a field of stiff competition. If you want to make your mark in this space, you should be prepared to compete with established online retailers.
On the other hand, with more retailers switching to e-commerce, retaining a physical storefront will give you a competitive edge. The tangibility of a brick-and-mortar establishment can be instrumental in helping you win the trust of target consumers.
You just have to find the right ways to reinforce your brand identity and make it an integral part of your retail store. A strong brand identity is what will distinguish your store and hook your potential customers.
Also, it’ll enhance your brand’s recall value and even help enhance the overall shopping experience. This, in turn, can go a long way to improve customer retention and loyalty. Ultimately, incorporating branding into your retail store will help skyrocket your revenue.
But branding your retail store isn’t just about slapping your logo onto product displays and packaging. It requires a more nuanced and well-planned approach. In this blog, we’ll discuss a few useful strategies to make brand identity a part of your retail store. Let’s get started.
1. Focus on the Signage
The signage on your storefront screams volumes about your brand identity. It can go a long way to grab eyeballs and convey the type of shopping experience visitors should expect. That’s why you should ensure that it’s prominent and clearly displays your brand’s name, logo, and tagline (if any).
Needless to say, the font, color, texture, and design of the signage should align with other elements of your brand image. Apart from the main entrance, you should also place smaller signages in strategic areas, such as window displays, product aisles, flooring, etc. You could also have smaller danglers and standees promoting sales, contests, and new arrivals.
If you can’t afford to splurge on fancy signages, a more affordable tactic is to place a chalkboard in front of your store. You can use it to showcase your brand values and messaging or highlight ongoing offers. It could be just what you need to grab eyeballs in a busy street or market.
2. Don’t Forget Your Sales Reps
Your sales reps and associates are the personifications of your brand identity. Their body language, attitude, and attire can go a long way to determine how your customers perceive your brand. That’s why they should be an embodiment of your brand’s vision and values.
To begin with, make sure you onboard new reps and familiarize them with your brand identity. The key is to give them a clear idea of what your brand represents and how it’s reflected in customer interactions.
Also, it’s a good idea to provide your sales reps with branded workwear. Considering that your customers are going to spend significant time talking to them, the right workwear will help etch your brand in their memory. Make sure you choose the right fabric, color, and style, and contact a professional workwear printing service for this purpose.
3. Lights, Music, Fragrance
It’s 2021, and you don’t need someone to tell you that the colors you choose for your retail store should resonate with your brand identity. But color isn’t the only element that enhances branding. Effective use of lighting can go a long way to stir the right emotions in customers and define their shopping experience.
Likewise, playing songs or instrumental music in your store can reinforce branding. Make sure you choose a genre of music that aligns with your product and niche. For instance, if your store sells organic handmade soap, playing soft country music will help set the mood for new visitors.
You can take things up a notch by spraying soothing fragrances in your store. Research has shown that certain smells can trigger specific emotional reactions in people. In other words, using the right fragrances can influence a customer’s perception of your brand. Also, it’ll wire their brain to associate your store with that particular scent, thus improving retention and loyalty.
Running a brick-and-mortar retail store in 2021 comes with a plethora of struggles. But the right use of branding can distinguish your store, thereby helping you attract and retain customers. Make sure you use the aforementioned techniques to incorporate branding seamlessly into your retail store.