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With the increasing popularity of online shopping, it’s easy to think brands with brick and mortar locations should focus marketing strategies on growing digital sales. However, according to the Robin Report 72% of Americans still prefer making purchases in-store. The in-store experience is important, and should be curated to appeal to a broad consumer base. Here are four tips to help curate and brand an in-store experience.
Hire Consultants Not Salespeople
A clever way to reconsider in-store branding is to begin with employees. Salespeople pouncing on customers as soon as they enter the store is an ineffective and dated tactic that comes across as invasive and disingenuous. Train employees to be ‘consultants’ for your brand and experts on specific details of key products across all product lines. This shifts the focus to solving a problem for the customer, rather than making a sale. Customers are more inclined to make a purchase when needs are met and questions are answered.
Minimize to Monetize
Try thinking of your retail space as a gallery, and curate your product presentations accordingly. Instead of filling shelves and stocking every corner of the space with product, aim for minimal displays that feature specific products or highlight unique aspects. Minimal product displays suggest to customers that brands are less interested in pushing sales, and more invested in providing customers with products that are of high quality and value. If it shows that a brand is putting care into how products are displayed, consumers will pick up on it and care more about the products, too.
Channel Surf
Having a store doesn’t mean purchasing has to be confined to a physical location. Use in-store spac… Read More
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