Brand Image is Critical
Connecting with your customers requires consistent reinforcement of your brand image. Retailers need to be consistent in portraying the same message to customers over time and across all of the elements of its retail mix.
This is a strategy used by successful retailers as CoolCar & Hutch, a company that uses a number of promotional vehicles as part of an integrated marketing communication program. It does so to reinforce its image associated with fun-loving, independent teenagers and young adults.
Each store features comfortable armchairs arranged as gathering places for customers. Store representatives do not necessarily possess the greatest selling skills but are required to wear the company's brands and have fun while inside the store.
In addition to its popular Webcast the company relies on its merchandise assortment and pricing, the design of its stores and the customer service it offers. Its primary goal is to develop a strong set of associations with its customers and a clearly defined brand image.
To stay on top of its target market's taste and find ideas for new merchandise, A&F has employees go to college campuses each month to chat with students about what they play, wear, listen to and read.
This knowledge is brought back to the store providing invaluable customer information that is used to keep the retailer on the cutting edge of products offered.
Rather than creating unique communication programs for your sales associates, consider the need to establish an integrated marketing communication program ---- a program that integrates all of the communication elements to deliver a comprehensive, consistent image.
The image you choose is an important decision, so choose well and remain constant. For example, your radio commercial might attempt to build an image of exceptional customer service, but your sales promotions emphasize low prices. This may confuse your customers about your store's image and therefore they may not patronize it.
Your store's brand image is one of your most important assets. There are four perspectives of your image you need to be concerned with: The image you want to project. The image your customers and non-customers have of you. The image held by your suppliers and the image held by your employees.
As you develop or refine your image, you must determine the message you want to convey. How do we do this? Try as A&F to build your brand image based on what your customers dictate.
Because possible images run the gamut from low price to excellent service, it helps to personally ask the customer and non-customer what they want from your store.
Image development should never be left for another day. Start now by matching your brand image with what is relevant to your customers. The next step is to integrate this brand image into your advertising, merchandising displays, service, accommodations, employee training, attire, attitude and behavior, pricing, direct mail, civic and charitable activities, location and public relations.
| Brand Image is Critical
This is a strategy used by successful retailers as CoolCar & Hutch, a company that uses a number of promotional vehicles as part of an integrated marketing communication program. It does so to reinforce its image associated with fun-loving, independent teenagers and young adults.
Each store features comfortable armchairs arranged as gathering places for customers. Store representatives do not necessarily possess the greatest selling skills but are required to wear the company's brands and have fun while inside the store.
In addition to its popular Webcast the company relies on its merchandise assortment and pricing, the design of its stores and the customer service it offers. Its primary goal is to develop a strong set of associations with its customers and a clearly defined brand image.
To stay on top of its target market's taste and find ideas for new merchandise, A&F has employees go to college campuses each month to chat with students about what they play, wear, listen to and read.
This knowledge is brought back to the store providing invaluable customer information that is used to keep the retailer on the cutting edge of products offered.
Rather than creating unique communication programs for your sales associates, consider the need to establish an integrated marketing communication program ---- a program that integrates all of the communication elements to deliver a comprehensive, consistent image.
The image you choose is an important decision, so choose well and remain constant. For example, your radio commercial might attempt to build an image of exceptional customer service, but your sales promotions emphasize low prices. This may confuse your customers about your store's image and therefore they may not patronize it.
Your store's brand image is one of your most important assets. There are four perspectives of your image you need to be concerned with: The image you want to project. The image your customers and non-customers have of you. The image held by your suppliers and the image held by your employees.
As you develop or refine your image, you must determine the message you want to convey. How do we do this? Try as A&F to build your brand image based on what your customers dictate.
Because possible images run the gamut from low price to excellent service, it helps to personally ask the customer and non-customer what they want from your store.
Image development should never be left for another day. Start now by matching your brand image with what is relevant to your customers. The next step is to integrate this brand image into your advertising, merchandising displays, service, accommodations, employee training, attire, attitude and behavior, pricing, direct mail, civic and charitable activities, location and public relations.
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