Thursday, 28 March 2024
NewsTraining and Education

Unearth Marketing; “Why is your retail store truly a brand”

In the first of our monthly features from Anne Brillet, Founder & Director at Unearth Marketing, we explore the power ‘brand’ offers to both retail store and customer alike. Here we unpack why brand is as an essential tool for winning new customers and retaining those who’re already part of your tribe.

Anne Brillet profile picture in Alpine resortRetail stores have become more than just a place to shop for goods; they have become brands in their own right. Consumers today are more likely to shop at a store that they identify with and trust, and stores have taken on the responsibility of creating a brand that customers can relate to.

“A retail store is a brand because it is more than just a place to buy your bike; it has an identity, a story, and a mission that makes it unique.”

To create a successful retail store brand, it is important to first identify who your target customer is as well as understand the values and needs of this customer. A store must be able to capture the attention of the customer with its messaging and product selection. It is also important that the store has a personality that resonates with the desired customer. A store should also have a unique selling proposition that sets it apart from competitors.

Here are some tips for turning your store into a brand:

  • Establish a unique visual identity: Create a logo, colour pallet and website that
    reflects your store’s mission and values.
  • Be consistent: Consistency is key when it comes to building a successful brand.
  • Ensure that your colour palette is respected and create a brand book of dos and
    don’t to give guidance to your team.
  • Develop a clear and consistent message: Develop a message that resonates
    with your target audience and stick to it. If you are aiming for a premium cyclist,
    keep your wording smart and techy, if it’s the entry-level rider you’re after, keep
    things friendly and uncomplicated.
  • Showcase your expertise: Demonstrate your expertise by creating content that
    educates and entertains your audience such as workshop demos, hints and tips
    or product reviews
  • Keep it authentic: Ensure that all of your content is high quality but authentic, you
    don’t want to be too slick.
  • Create events to suit your target audience. If you’re targeting MTB riders, create
    a skills clinic, if you’re targeting novice commuters, do a fix-a-flat session.
  • Got your team involved: It’s always good to get your team involved from the start
    but be careful with too many cooks!
  • Have fun: Have fun with your brand and express your creativity.

Once the store has identified its target customer and created its unique brand, it is important to ensure that the brand is consistently communicated. This can be done through marketing campaigns, social media, and other forms of advertising.

Group gathered around campfireIt is also important to ensure that customers have a positive experience when they visit the store. This can be done by providing helpful customer service, offering special deals, and having knowledgeable staff.

Another way to create a successful retail store brand is to create loyalty programs or a cycling community hub. These programs can be used to reward customers for their loyalty and encourage them to return to the store.

This can be extremely useful with repeat purchases such as tires and tubes or even workshop services. It can be done through discounts, exclusive offers, and other incentives.

Additionally, stores can offer special events, such as in-store workshops or competitions, to engage customers and create a sense of community.

Finally, stores should stay current on trends in the retail industry. This means keeping up with the latest technology, understanding customer preferences and demands, and staying on top of customer feedback. By doing so, stores can remain relevant in the market and continue to create a unique brand.

In conclusion, creating a successful retail store brand is essential for any business. It requires an understanding of customers and the market, consistent branding, and staying up to date with trends. By doing so, stores can create a strong brand that customers can identify with and trust. Vital elements in retaining and attracting customers for any business looking to thrive, irrespective of the financial climate.

Cervelo brand space in store