Retail is all about your unique brand. Once you have decided on a concept, completed your business plan, signed your lease, and placed orders for stock to fill your store, the actual day-to-day running of the business can seem like a blur. Taking time to regularly re-visit your brand will keep you focused and increase your profit.
Does your purse match your shoes?
The strength of any retail store is its Brand. It tells the world who you are, and what you do or sell. If you have a bricks and mortar location, a website, a business Facebook page, a twitter account, and a blog, do they support each other? Is your retail location well merchandised, filled with helpful staff, and dynamic original product?
It’s never too late to be an extraordinary retailer!
The truth is, anyone can open a store. The retailers who succeed, are the ones who are focused on their customer. If your complete brand message is not clear, and your competitor’s is…who do you think will win a chance to WOW a prospective customer?
Another day…another lost sale
Remember the saying: “You only have one chance to make a first impression.” In the new digital retail world, you have a few chances. Make sure that the impression you make is one that strengthens your brand. Absolutely everything related to your brand should have purpose. Having a beautiful store means nothing if customers are turned off by your outdated or cheap looking website.
Cathy Burrell is the owner of Cavern Retail Consulting in White Rock, BC. She specializes in social media marketing tools for retail owners and identifying target customers for them. Using her skills as a writer, she also creates customized content that introduces new customers to a retail owner’s brand.