Retail

BRICKS & MORTAR IN AN E-COMMERCE WORLD

BRICKS & MORTAR IN AN                               E-COMMERCE WORLD

On Saturday, 19th May 2001, the “Bricks & Mortar” retail world changed forever - even if we didn’t know it back then.

On that date Apple opened its first stand alone store in Tyson’s Corner Shopping Mall in McLean, Virginia - near Washington D.C. They also opened a second store in the Glendale Galleries in Glendale, California, on that same day. Many believe that the stores were designed by Steve Jobs, but they weren’t - the stores were conceived by a Mr Ron Johnson.

Prior to Apple, Ron Johnson was the Vice President for Merchandising at Target Corporation. Steve Jobs hired him to develop the new stores for Apple, after he had instigated an innovative collaboration between American Architect, Michael Graves and Target in 1999, resulting in Graves designing “designer” kettles, toasters and small kitchen items - which transformed Target from

4 KEY ATTRIBUTES FOR ENGAGING WITH CUSTOMERS

4  KEY ATTRIBUTES FOR ENGAGING WITH CUSTOMERS

Customer Engagement.

Two words we are told should be forming the basis of a successful retail strategy, but rarely do the come with a disclaimer to explain how to put the concept of better engagement into practice.

The Four Attributes of Customer Engagement is perhaps the clearest outlining of how an organisation can become more engaged with its audience, basing itself on the fundamental active, emotional, rational and ethical qualities that determine an organisations’s brand value and how these factors can drive deeper engagement.

All organisations in the private and public sector connect with customers, most often through the work of the marketing, sales and customer service departments.

BRANDING LIGHTING ATMOSPHERE

BRANDING   LIGHTING  ATMOSPHERE

The 3 Key Benefits of Retail Store Branding

1 ) Retail branding creates a distinctive customer perception about a store and also influences customer’s decision where to shop and induces store loyalty - increasing revenue and profitability.

2 ) Retail branding insulates a company from competing retailers and establishes a visual identity in the minds of the potential customers.

3 ) Retail branding can possibly indirectly decrease purchase costs,  by increasing the retailer leverage as the identity becomes better known with the brand’s suppliers.

Aspect and Potential of a Retail Brand

For a retail brand, the customer purchases products in an ambience created by the retailer, and experiences the product in a multitude of ways eg:  by the store design and layout, the quality of  the products, the product assortment, the merchandising, the price, the staff interaction, in-store and post-sales service etc.

The experience of a retail brand, therefore, is more multi-sensory in nature and retailers have opportunities to create a retail brand experience through a whole set of activities that contact the customer and, not just rely on external advertising.