Branding and decorating the retail space to sell out the products in retail, at stores or outlets is a widely implemented branding technique in retail marketing to catch the attention of consumers in a marketplace flooded with different brands. Prints and creatives that capture the attention of the consumer towards the brand is the winner here
There were days when inshop branding was a simple technique of putting poster size hoardings and banners on the walls and shutters of local shops and showrooms. No doubt, such practices are still prevalent in rural marketing and are a popular way of successfully increasing brand visibility for grocery items and household products. However, the scope of inshop branding has increased manifolds in urban areas where people are brand conscious and prefer quality over quantity. To outperform in the market where there is shoulder-to-shoulder competition in the selling of almost every product, marketers must appeal to more than the just than practical needs of potential customers.
In-shop branding has become an essential part of marketing for the companies a by using the longlasting marketing strategies of their brand visibility. It involves repetitive exposure of the brand in innovative ways to increase its visibility as well as awareness among the target audience.
When you sell products in retail, be it your own store or through a multi-brand outlets or through modern retail outlets, you need brand and decorate the retail space. You need to put prints and creative that capture the attention of the consumer towards your brand. Moreover, you need to make it look like the space belongs to your brand. These are universally accepted methods of retail marketing.
Brand visibility goes hand in hand with brand awareness to make strong reputation leading to higher sale resulting greater profit potential. Brand visibility need to persuade the endusers of the product to think that the product being promoted is somehow popular and better than the competitive products available in the market even though there is no discernable difference. Therefore, in-shop brandingYou need to put prints and creative that capture the attention of the consumer towards your brand
In-shop marketing should work at many levels but it must not be very obvious. The tactics is to keep it subtle enough to establish an emotional connection between the brand and the customer. Contrary to popular marketing theories, brand loyalty and recognition is ascertained by a few unique aspects that go beyond new and returning customers.
There is a definite need to demonstrate to your customers that you understand their needs and desires by enhancing their personal experiences in each store. One of the ways of doing this is by offering specialised loyalty programs based on their personal preferences. However, effective in-store marketing involves in-depth market research about the interest of customers in each specific store location. Customer preference can be gauged by asking probingAnalysing customer behaviours,it has been found that innovative cut-outs stand format are successful in grabbing customers attention
Commonly used in-shop branding techniques:
Wall / Pillar branding – The most commonly used form of in-shop branding is to apply prints on the walls and pillars of a retail outlet. These graphics are usually printed on vinyl pasted on sun board mounted or applied in the right place on wall surfaces for attractive view which provides immediate attraction for customers.
Glass branding – It could be a window glass or a partition, various form of one-way vision printer sticker.
Shop in-shop – creating various forms of shop in-shop display racks occupying a particular area of the shopping malls, and shops is now getting more popularity.
POP stands- an innovative cut-outs stand format which has been successful in-shop branding option.
Various Dealer Signage Boards – From budget boards to premium quality signage can be used for this. A very successful practice of retail branding includes providing dealer boards to 3rd party dealers with company branding. This helps enhance brand image at little cost and tells the consumer clearly where your product is sold and available.
Standees and poster display stands – It is also feasible to place rollup standees, cut-out standees and display stands at retail outlets to grab consumer attention. It is important to be innovative in this respect. Analysing customer behaviours, it has been found that innovative cut-outs stand format are successful in grabbing customers attention.