In today’s retail environment, impression is everything. The media bombards us with advertisements everyday. Even young children are acutely aware of brands that they believe to be better. Just show a kid a box of name brand cereal and the same exact thing in a generic, ask which one is better, and they’ll most likely pick the one that they’ve seen an ad for. Companies pay millions of dollars to make such impressions, and you shouldn’t take your brand image lightly either. There is real evidence that people generally will choose the brand that exudes quality, whether it’s found by experience or advertising, over a brand that they don’t know.
Learning how to make a lasting impression can be a process of trial and error. First and foremost, you’ve got to offer the products that your target audience is interested in. Then, you need to brand your image so that it is definite, and stays ingrained in their minds. Third, you need to show the quality and appeal through presentation, marketing concepts and promotion.
Once you’ve chosen the products that your store will offer, you’ve really got to push them. Your goal should be to make a product something that your customer not only notices, but suddenly feels that they need. Making something into a need instead of a want can be a tricky task, but well worth the effort. One example is selling accessories. If your goal is to make someone feel that they need a certain purse, shoes or jewelry, then you have to promote it as something that they need. Dress your mannequins in full outfits that go great with the accessories that you want to promote. Make it good enough so that people don’t just want the dress or shirt that they see. Make it so that they think the outfit as a whole looks so good, that they’ve just got to have every piece of it.
The second step is branding your image. If you’re offering business attire, then you really need the highest quality clothes hangers and clothing racks. The same goes for junior’s clothing. Kids today want to have the best that’s out there. They take the brands that they sport as a personal reflection on their budding personalities. They may look young, but they’ve grown up in a world that has been teaching them their whole lives what to look for. Something as simple as switching from clear plastic hangers to high-quality wooden hangers can change their impression of your entire store and engrain your store image into their impressionable brains.
Use your promotions as opportunities to attract customers, new and old. Have them often and keep a calendar year-round of the data that you collect. Keep track of how much you spend on signs, flyers and special products. Pay attention to people’s reactions. Do they walk right past your store, or are you getting way more attention than normal? Something as simple as putting a sign outside of the door signals people that something great is going on. Feature new products near the front of the store. Use lighting and flyers to generate a buzz. Compare each promotion to the last and you can fine tune what your customers react to.
Just remember that every little detail counts. Don’t skimp out on anything that could make a difference. Don’t underestimate how a seemingly small decision, such as selecting wooden hangers, could affect your store’s reputation and brand image.
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